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Chronic Tacos Goes Transparent


Transparency is one of the buzzwords of the restaurant industry in recent years, as restaurant brands large and small seek to reassure their customers that their ingredients comes from traceable, sustainable sources.

In unveiling a range of new sustainable practices, California-based Chronic Tacos is the latest franchised brand to turn its transparency mantra into a marketing message with its new “Nothing To Hide” campaign highlighting “traceability, all-natural proteins and eco-friendly products” for its North American locations.

“The Taco Life jointly embodies ‘Accountability,’ ‘Integrity’ and ‘Excellence,’” said Chronic Tacos CEO Michael Mohammed. “Our mission begins with knowing and trusting where our vegetables grow to the plate that are food is served on. This campaign really sought to emphasize our dedication to those qualities.”

Over the years, Chronic Tacos has continued to make advancements for this cause. “Nothing To Hide” combines a variety element, further delivering on quality. When dining at any restaurant, each include:

     - All-natural proteins with no artificial ingredients, hormones or antibiotics

     - Non-GMO corn tortillas

     - Eco-friendly paper products that are compostable and biodegradable

     - Full traceability in the supply chain for produce and locally sourced ingredients

These features are applied to the entire menu of the restaurant chain. Currently, guests will find customizable burritos, tostada bowls, tortas, taquitos, flautas, salads and tacos, including a breakfast menu all day. Proteins include carne asada, pollo asado, carnitas, al pastor, with seafood options including fish and shrimp.

Alongside this project, Chronic Tacos continues to expand from coast to coast, across North America. In 2016, Q4 will see eight U.S. openings and an additional eight locations in Q1 2017.


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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at




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