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Article: Feel the heat: quirky Mexican concept Tijuana Flats plans to triple in size next year. (Upstarts).(Tijuana Flats Burrito Company)(Brief Article)
- Article from:
- Chain Leader
- Article date:
- December 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Tijuana Flats Burrito Co., the funky concept offering Mexican fare on the cheap, is morphing from a local favorite to a bona fide chain operation. Not that CEO Camp Fitch wants customers to realize that.
"Each location is different," he says of the seven-unit Maitland, Fla.-based company that's known for its sci-fi wall paintings and hundreds of hot sauces. "We have an artist paint original murals. The color palate is the same, but the look of each restaurant is individual."
In fact, only the radiation symbol graphic above the hot sauce bar is the same. That and the menu of burritos, enchiladas, tacos and chimichangas.
Psychedelic Morphing
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