Pitbull Enters Franchising World with Fransmart Partnership To Support Latino-Owned Businesses

Armando Christian Perez is known for his success as a rapper, but the son of Cuban immigrants has an “underdog mentality” and a passion for supporting minority-owned franchises.

By Erica InmanStaff Writer

Updated 4:16PM • 10/13/23

Armando Christian Perez is the latest celebrity to make big strides in the world of franchising. Perez, also known as Mr. Worldwide and Pitbull, has recently formed a partnership with Fransmart, a franchise development company that is dedicated to helping Latino-owned brands grow.

As the son of Cuban immigrants, Perez feels dedicated to this mission and sees the opportunity as a worthwhile investment.

“I’ve been very, very blessed,” Perez said to FranchiseTimes. “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.”

Perez has dabbled in franchising in the past. In the early 2010s, he invested in the Miami Subs franchise and acquired development rights in parts of Latin America. Now, he is putting his efforts toward supporting franchise owners who have worked hard to deliver an authentic, high-quality product.

The first brand Perez and his team will target for growth is Cilantro Taco Grill, a Chicago-based fast-casual Mexican restaurant franchise. The brand was founded in 2013 by a Mexican immigrant named Temoc Morfin, whose parents brought him and his 10 siblings from Guadalajara to the U.S. in 1981. Morfin’s family was well-acquainted with hard work, with their father working three jobs and the kids taking on jobs whenever they could.

The authentic food has led to growth for the brand, but Perez attributes its success to “immigrant drive” and “underdog mentality.”

“The food is amazing, but with that said, it has the TLC,” Perez said. “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.”

Perez and Fransmart will continue supporting Latino-owned brands, particularly brands that have incredible food and a compelling story.

“We look for those that have fought and clawed and grind[ed] and sacrificed to get where they’re at,” explained Perez. “Because that comes with a different level of humility, and it comes with a different level of appreciation.”

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