Inside Rapper Pitbull's New Partnership with FranSmart to Support Latino-Owned Franchises

From Armando Christian Perez’s roots on Miami's vibrant streets to commanding the global spotlight as Pitbull — also known as Mr. Worldwide and Mr. 305 — this rapper is no stranger to going all in. This time, he's diving into the franchising realm, offering fellow Latino entrepreneurs a chance to feel this moment and keep the success party going nonstop.

Not Just Another Celebrity Partnership

While celebrities are increasingly investing in franchise brands as a way to expand their business portfolios, Pitbull’s recently announced partnership with Fransmart was born out of a more personal mission. 

After hearing him speak at a franchise conference, the rapper and songwriter approached Dan Rowe, founder and CEO of Fransmart, and asked him: “Why are most Latin brands owned and run by white people rather than Latinos?” 

For Perez, a son of Cuban immigrants, this wasn't just a query — it was a call to action.

“He's not just a spokesperson like we see with these other celebrities — he is genuinely invested in helping Latinos get rich and finally get a piece of the wealth in the restaurant industry,” said Rowe. “We know the best Latin food is owned by Latinos, so why not help thousands of people get wealthy in the process?”

Pitbull's franchise world experience isn't new either. Back in the 2010s, he dipped his toes with Miami Subs and eyed expansion in Latin America. Now, he's joining forces with FranSmart, the mastermind behind brands such as Qdoba, Five Guys and The Halal Guys, guiding Latino entrepreneurs to trace his successful path.

“I’ve been very, very blessed,” Pitbull told The Franchise Times. “Music has given me the outlet and the escape of, I would say, the environment that I was brought up in. So I wanted to be able to do the same. I feel that it's not a responsibility to give back. It should be an obligation for a lot of people out there. A lot of people out there talk a good game, but they don't literally put their money where their mouth is.”

The Immigrant Drive

Together, Pitbull and Fransmart’s first initiative will be growing the Chicago-based fast casual Mexican concept Cilantro Taco Grill, which currently has 15 stores open.

Cilantro Taco Grill was founded by Temoc Morfin, an entrepreneur whose family immigrated from Guadalajara, Mexico, to the United States in 1981. His father worked tirelessly across three jobs, and his siblings contributed through various jobs as well. 

“As an immigrant to the United States, I have personally learned the language, the culture and, most importantly, how to take advantage of the great opportunities this great nation has to offer,” said Morfin. “My father took full advantage by working two jobs and assuring a good education for my siblings and me.”

Morfin, being the first in his family to attend college, faced a challenge — particularly with his choice of studying political science — which his father disapproved of, suggesting an entrepreneurship instead. Morfin originally pursued a career in politics, even running for public office, though he lost in a close race. This experience led him to acknowledge his father's wisdom, and he decided to open his own fast-casual restaurant.
The Cilantro Taco Grill team.

“I designed Cilantro Taco Grill to meet the needs of the fast-paced U.S. work industry as a fast-casual concept, while also ensuring that our recipes and authentic flavors distinguish us from numerous other Mexican restaurants,” said Morfin.

Initially, the restaurant faced skepticism due to misconceptions about its authenticity, but it gradually gained recognition for its genuine offerings. Today, the brand has expanded to 15 stores, with more planned for the future thanks to its recent partnership with Fransmart.

“We plan to grow to 500 locations coast to coast in the United States in efforts to help many families to achieve the American dream through Cilantro Taco Grill's success,” said Morfin. “We are very excited and honored to be working with a renowned global superstar like Pitbull. He not only shares Cilantro Taco Grill's core immigrant values, but he is also passionate about helping families become successful through our concept. Opportunities to work with superstars don't come knocking on your door every day.”

Perez and Morfin

For Pitbull, working alongside Morfin is more than just business — it's personal. 

“The food is amazing, but with that said, it has the TLC,” he told FT. “That’s immigrant drive. Them coming over from Mexico and saying, one way or another, we’re going to make this happen, with all odds against them. I understand that. I relate to that. I root for and will forever be an underdog.”

A Match Made in Heaven

Of course, while supporting entrepreneurial dreams is part of it, this partnership isn’t a charity. Rowe confirmed that Fransmart is only willing to invest in highly scalable brands they consider “category killers.”

“At Fransmart, our overall mission is to get wealthy by helping other people become wealthy,” said Rowe. “It’s the only way franchising works. That is why we only invest in brands that have their own unique DNA. Take Cilantro Taco Grill, for example. It's about a real family who fled to the U.S. for the American dream and found it in the food they make. Armando specifically asked to partner with us on Latin-owned brands because, while there are lots of examples of amazing food brands owned by Latinos, most never see the main stage.” 

Rowe’s strategy with Fransmart, mirroring his success with other brands, hopes to bring Cilantro Taco Grill into the top North American markets.

“Chipotle already has over 3,500 locations, and they aren't even real Mexican food,” said Rowe. “Cilantro Taco Grill brings that same scalability as Chipotle and combines it with the authentic flavors of a Jaliscan taqueria. Consumers want authenticity, to have an experience. I am convinced that 1,000 Cilantro Taco Grills are conservative. It might even be 2,000. But one thing is certain: we are taking this around the world.”

As Cilantro Taco Grill prepares to expand under this dynamic collaboration, Morfin dreams of paving a path for his employees to become franchisees, embodying the shared vision of success and empowerment.

“More than anything, we want someone who will operate with passion,” said Rowe. “It's about every single customer, every single day. We want franchisees who understand how important this is, and that the best route for success is to hire amazing teams of people to take care of your customers. We see CTG as a gateway for the best Latino operations professionals in the industry to actually come and get ownership — build equity, generational wealth and change the trajectory of their families’ lives for generations.”