Tijuana Flats
American fast-casual restaurant chain specializing in Tex-Mex food.
Last updated August 25, 2026
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Overview
Tijuana Flats is an American fast-casual restaurant chain focused on Tex-Mex food, including burritos, tacos, quesadillas, bowls, nachos, chimichangas, flautas and salads. The chain was founded in Winter Park, Florida, in 1995 by Brian Wheeler, a University of Central Florida graduate. Wheeler financed the early business with approximately $20,000 borrowed from his family, and the first restaurants attracted many students from his former university. The concept was influenced by Burrito Brothers, a Gainesville, Florida, Mexican restaurant, but Tijuana Flats developed its own identity through customizable food, a broad hot-sauce selection and highly individual restaurant interiors. The company grew gradually during its first decade. After the third restaurant opened, semi-retired restaurant executive Camp Fitch became involved after visiting the business through a personal connection. Fitch invested in Tijuana Flats in 1999 and became chief executive, helping professionalize the chain and accelerate its expansion. Brian Wheeler's father, Chester Wheeler, initially provided the startup loan and later joined the company as chief financial officer after the loan was repaid. The chain had six locations by 2001, 18 by 2004 and 65 by 2009. It built a manager-training center in Winter Park in 2005; the support and training operation was later associated with the company's headquarters in Maitland. Tijuana Flats historically used a franchise-based growth model, but in 2007 it shifted toward company-owned restaurants. That year it also established the Just in Queso Foundation, a nonprofit arm connected with charitable giving and community support. The foundation funded projects including a home renovation for a disabled war veteran and directed proceeds from the Just in Queso hot sauce toward breast-cancer research. The charitable program became part of the brand's broader community-oriented identity. The restaurants are distinctive for their colorful, highly customized interiors. Hand-painted murals became a central design feature from the opening of the first location, where artist Christopher Galipeau created the initial mural in 1995. His work, including recurring fantastical characters and a large green deity-like figure, influenced the visual language of subsequent restaurants. Tijuana Flats also became known for a wall of celebrity photographs and autographs, extensive hot-sauce displays, vivid lighting and playful graphics. The company subsequently moved through several design phases, including a more mature 2008 format, the industrial-style Amped Up concept introduced around 2016, and a brighter high-tech prototype announced in 2020. The newer prototype uses digital menu boards, brighter blue-and-yellow colors, printed graphics and locally themed lizard murals. Ownership and leadership changed several times. AUA Private Equity acquired the company in late 2015. Brian Wright became chief executive in 2019, followed by Joseph D. Christina in October 2022. Tijuana Flats filed for Chapter 11 bankruptcy protection on April 19, 2024, closed 11 restaurants and was acquired the same day by Flatheads, LLC. James J. Greco became chief executive in June 2024. The company emerged from bankruptcy in January 2025 with plans to refresh its menu and resume expansion. According to the cited reference material, Tijuana Flats announced on November 6, 2025, that it had been acquired by &pizza, creating a restaurant group called Latitude Food Group. The chain has been described as having more than 91 locations, consisting of company-owned and franchised restaurants, across several southeastern U.S. states.
History
Tijuana Flats began in Winter Park, Florida, in 1995. Founder Brian Wheeler, a University of Central Florida graduate, used approximately $20,000 in family loans to open the first restaurant. The concept drew inspiration from Burrito Brothers in Gainesville, but the new chain emphasized customization, hot sauces and an informal, highly decorated environment. Students from UCF formed an important part of the early customer base. After the third location opened, restaurant executive Camp Fitch became involved in 1999. Fitch invested in the business and became chief executive, bringing additional operating experience as the chain expanded. Wheeler's father, Chester Wheeler, received repayment of his original startup loan when the fourth restaurant opened and subsequently joined the company as chief financial officer. Tijuana Flats reached six locations in 2001 and 18 locations in 2004. The company expanded beyond Florida after 2004 and had 65 locations by 2009. The company developed infrastructure to support its growth, including a manager-training center built in Winter Park in 2005. In 2007 it moved away from its earlier franchise model and concentrated on corporate-owned stores. That year also saw the creation of the Just in Queso Foundation. The charitable organization supported community projects, including a home renovation for a disabled war veteran, and connected sales of the Just in Queso hot sauce with donations to breast-cancer research. Restaurant design has been a major part of Tijuana Flats' identity. Christopher Galipeau painted the first mural at the original Winter Park restaurant in 1995 and created eight murals for the chain before his death from cancer in 2008. His colorful characters, including a recurring large green figure, established a visual style that later artists adapted. Older stores featured murals, celebrity photographs, hot-sauce shelves, string lights and three-dimensional signs. A 2008 redesign introduced darker lighting, graffiti-inspired walls and a more mature appearance. The Amped Up format around 2016 shifted toward industrial materials and removed the traditional celebrity wall from newly built restaurants. In 2020, Tijuana Flats announced a high-tech prototype that used digital menu boards, bright blue and yellow colors, printed graphics and locally themed murals featuring comic lizards. Remodeling began in 2021, although some changes generated negative reactions from longtime customers who felt that the newer murals were too tame or childish. The company modified at least one mural following customer criticism. A 2022 remodel removed an early Galipeau mural at the Hunt Club, Florida, restaurant, illustrating the tension between modernization and preservation of the chain's visual heritage. AUA Private Equity acquired Tijuana Flats in late 2015. Brian Wright became CEO in 2019, Joseph D. Christina took the role in October 2022, and James J. Greco became CEO in June 2024. On April 19, 2024, the company filed for Chapter 11 bankruptcy, closed 11 restaurants and was acquired by Flatheads, LLC. It exited bankruptcy in January 2025 with plans to refresh its menu and resume growth. The supplied reference material further states that on November 6, 2025, the business announced an acquisition by &pizza, forming Latitude Food Group. The chain is described as operating more than 91 restaurants across Florida, Alabama, Tennessee, North Carolina and Kentucky, with both company-owned and franchised locations.
- 2025
Emerges from bankruptcy
[1]The company exited Chapter 11 with plans to refresh its menu and resume expansion.
- 2025
Acquisition by &pizza announced
[1]The supplied reference material states that Tijuana Flats was acquired by &pizza to form Latitude Food Group.
- 2024
Chapter 11 filing and Flatheads acquisition
[1]The chain filed for bankruptcy protection, closed 11 restaurants and was acquired by Flatheads, LLC.
- 2022
Joseph D. Christina becomes CEO
[1]Joseph D. Christina was named chief executive in October.
- 2021
Franchising program returns
[1]Tijuana Flats announced plans to bring back franchising, which had been suspended in 2007.
- 2020
High-Tech Prototype design announced
[1]The company introduced a brighter, technology-oriented restaurant design with digital menu boards and locally themed graphics.
- 2019
Brian Wright becomes CEO
[1]Brian Wright was appointed chief executive officer.
- 2015
Acquired by AUA Private Equity
[1]AUA Private Equity acquired the privately held restaurant chain in late 2015.
- 2009
Chain reaches 65 locations
[1]Tijuana Flats grew to 65 restaurants.
- 2007
Corporate-owned strategy and charitable foundation
[1]The company shifted away from franchising and created the Just in Queso Foundation.
Products and positioning
A colorful, customizable and community-oriented fast-casual Tex-Mex chain with strong emphasis on hot sauces, playful restaurant design and made-to-order Mexican-inspired food.
Tex-Mex entree · 1995
Burritos
Made-to-order burritos are a core Tijuana Flats offering. Customers can select fillings such as chicken, beef, steak, shrimp or beans, along with toppings including lettuce, tomatoes, onions, sour cream and jalapeños. Burritos can also be customized with queso, additional meat and meal combinations.
Tex-Mex entree · 1995
Tacos
The chain offers tacos in flour-tortilla and hard-corn formats. Guests can choose among meat, seafood and vegetarian fillings and add standard toppings. Taco meals and taco meal kits extend the format for group or at-home consumption.
Tex-Mex entree
Burrito bowls
Burrito bowls provide the chain's customizable fillings and toppings in a bowl rather than a tortilla. They are positioned as a flexible alternative for customers seeking a Tex-Mex meal without a wrapped burrito.
Tex-Mex entree
Quesadillas and nachos
Quesadillas and nachos form part of the chain's broader menu of cheese-based and shareable Tex-Mex items. They can be paired with meat, beans, queso, salsa, guacamole and other toppings.
Tex-Mex entree
Flautas and chimichangas
Flautas and chimichangas provide fried or crisp-textured alternatives within the entree range, using familiar fillings and accompanying Tex-Mex toppings and sauces.
Sauce and charitable product · 2007
Just in Queso hot sauce
Just in Queso is a branded hot sauce associated with Tijuana Flats and its nonprofit foundation. The company has linked profits from the sauce to charitable giving, including support for breast-cancer research.
Dessert
Churro fries and cookie dough flautas
The dessert selection includes churro fries and cookie dough flautas, extending the chain's Tex-Mex-inspired menu with sweet, shareable items.
Marketing campaigns
- 2007Just in Queso Foundation
United States
Tijuana Flats created a nonprofit foundation to support community and charitable projects. Activities described in the reference material included a home renovation for a disabled war veteran and donations connected with sales of Just in Queso hot sauce.
Outcome. The foundation became a continuing part of the brand's community-oriented identity.
Brand decisions
2025
Acquisition by &pizzaM&ABackground
Following its emergence from bankruptcy, Tijuana Flats was positioned for a new ownership structure.
Action taken
The supplied reference material states that &pizza acquired Tijuana Flats and formed Latitude Food Group.
Aftermath
The acquisition created a restaurant group combining the Tijuana Flats and &pizza brands.
2024
Flatheads acquisition during Chapter 11M&ABackground
Tijuana Flats entered financial restructuring and closed 11 restaurants.
Action taken
The company filed for Chapter 11 protection on April 19 and was acquired by Flatheads, LLC the same day.
Aftermath
The chain later emerged from bankruptcy with plans to refresh its menu and resume expansion.
2021
Return to franchisingStrategyBackground
The company had suspended franchising in 2007 while emphasizing company-owned restaurants.
Action taken
Tijuana Flats announced that it would restart its franchising program.
Aftermath
The move created a path for renewed expansion through both company-owned and franchised locations.
2020
High-Tech Prototype restaurant designStrategyBackground
The chain sought to update its established mural-heavy and industrial restaurant formats.
Action taken
Tijuana Flats announced a brighter prototype using digital menu boards, custom graphics, blue-and-yellow colors and locally themed lizard murals.
Aftermath
Remodeling began in 2021, and some customer criticism led the company to modify at least one mural.
2015
AUA Private Equity acquisitionM&ABackground
Tijuana Flats was a privately held restaurant chain seeking continued development and operational growth.
Action taken
AUA Private Equity acquired the company in late 2015.
Aftermath
The chain continued operating under private ownership and later changed chief executives.
2007
Shift from franchising to company-owned restaurantsStrategyBackground
After expanding to multiple locations, Tijuana Flats changed its development model and suspended its earlier franchise approach.
Action taken
The company placed greater emphasis on corporate-owned stores.
Aftermath
The franchising program was later announced for revival in 2021.
Recent events
Tijuana Flats launches Smack Wings[2]
Reported:
Tijuana Flats launched Smack Wings, a delivery-only wings concept, at more than 100 locations. The menu was available through third-party delivery apps.
Sources2 sources
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