Tortilla Franchise Growing Up - Quirky Cal-Tort Expands Quickly but With Caution

“Bob Phillips, president of Rockville-based food chain California Tortilla Group, breezes into his third restaurant of the day to ensure the goofy, fun-loving “Cal-Tort” culture is in full blossom.

Dressed in an official Cal-Tort shirt, Phillips jokes with a half-dozen workers — each identified by nametag as a “spunky employee” — to make sure they are in maximum extrovert mode. He adjusts the “Wall of Flame,” which holds dozens of hot-sauce bottles with names like “Maui Meltdown” and “Colon Cleaner.” He looks to make sure that the store, like its 30 fellow franchises, has a megaphone and bell so customers can ask for attention.

The Palm, this ain’t.”*

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