Tijuana Flats is bringing back its Cheeseburger Tacos after nearly a decade of persistent requests from customers and franchisees, and is expanding the concept with two new menu items. The chain, which operates nearly 100 restaurants across Florida, Alabama, North Carolina and Kentucky, launched the cheeseburger lineup on Sept. 28.
“Our flatheads and our franchisees never stopped asking for Cheeseburger Tacos and as we move forward on our Bigger.Better.Bolder brand journey, we knew we had to listen to them and bring it back,” said James O’Reilly, CEO of Latitude Food Group, parent company of Tijuana Flats. “When we heard how high the demand was, we realized we had something special. So now we have brought the Cheeseburger Tacos back, and we created two new ways to experience that cheeseburger flavor.”
All three items feature seasoned ground beef, queso, lettuce, tomatoes, onions, pickles, ketchup and mustard, served without a bun. The Cheeseburger Tacos, priced at $10.99, come as two grilled flour tortillas with a side of fries. The Cheeseburger Burrito, at $11.99, wraps the ingredients in a warm flour tortilla with seasoned fries inside, toasted until golden and served with fries on the side. The Cheeseburger Loaded Fries, at $9.99, top crispy fries with all the cheeseburger ingredients.
The return of the Cheeseburger Tacos underscores the growing influence of customer feedback and franchisee input in menu decisions at fast-casual chains. For Tijuana Flats, which was founded in 1995 in Winter Park, Florida, and is now part of the newly formed Latitude Food Group, the move signals a strategic effort to leverage its loyal customer base—known as Flatheads—to drive sales and brand loyalty. By bringing back a highly requested item and adding new variations, the company aims to satisfy demand while attracting new customers.
The cheeseburger lineup is available for dine-in, carryout or online ordering at all Tijuana Flats locations. Customers can order through the company’s website, Tijuana Flats. The chain also rewards its loyal customers through the Flathead Rewards program, where members earn one point for every dollar spent, redeemable for exclusive rewards and deals. Guests interested in joining can download the Flatheads Rewards app at https://qrco.de/bbUMoR to start stacking points.
With the relaunch, Tijuana Flats is betting that nostalgia and innovation can go hand in hand. The chain’s decision to listen to its most vocal fans and franchisees could serve as a case study for other brands looking to reinvigorate their menus and deepen customer engagement.
