According to a recent press release, Tijuana Flats has changed ownership as it seeks to optimize in the coming years. The company will now be run by Flatheads LLC, a Grenada, Mississippi-based company, which has kept CEO Joe Christina.
Joe Christina, Chief Executive Officer of Tijuana Flats, said, “Our company is excited by the new ownership group’s plan to reinvest, focus, and emphasize the things that originally brought so many people to love Tijuana Flats. We understand the immediate financial actions taken by them to ensure the long-term health of this great and iconic brand.”
Joe Christina, who joined the brand in November of 2022, will remain as CEO of the company. He is a 40-year restaurant pro who brings extensive and proven industry experience to the table, having grown notable global brands. “Since joining the brand, I have been committed to leading with a vision to serve every guest the most flavorful Tex-Mex food and provide the best guest experience in the country,” said Christina.
The new ownership group said it was encouraged by the changes Christina has already put in place since his arrival and is looking forward to working with him and his leadership team to strengthen the brand. As one example, Tijuana Flats rolled out a new menu effective April 1st together with new packaging for take-out and delivery designed to enhance the product and improve delivery times to its customers. Flatheads has said its aim is to renew the restaurant’s focus on quality controls, speed of service, consistency of food, serving size, and improving the in-store experience. As part of that goal, it plans to make renovations to many of its locations to give them a refresh and make dining at its restaurants a great choice for its customers.
Christina added, “Our new partners share a desire to continue the corporate culture and vision of Tijuana Flats, protecting and supporting our team members and franchisees so they can best serve their customers. With this new ownership structure, and a robust strategic plan, we are well-positioned for an emergence in the fast casual space. I look forward to evolving and expanding our brand and supporting the communities we serve.”
