Xperience Restaurant Group
Xperience Restaurant Group is a Cypress, California-based operator of 12 Mexican and Tex-Mex casual-to-fine dining restaurant brands across roughly 56–68 U.S. locations, serving about 10 million guests annually under private-equity owner Z Capital Group.
- Company typePrivate
- Founded2018
- HeadquartersCypress, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Xperience Restaurant Group does
Xperience Restaurant Group (XRG), operating through its legal entity FM Restaurants Holding Co., LLC, is one of the largest U.S. operators of Mexican and Tex-Mex casual-to-fine dining restaurants, headquartered in Cypress, California. The company, owned by private equity firm Z Capital Group, builds and manages a 12-brand portfolio including El Torito (founded 1954), Chevys Fresh Mex (1986), SOL Mexican Cocina, Las Brisas, Solita, Acapulco, Sinigual, El Torito Grill, Who Song & Larry's, Rio Mambo, The RIM Scratch Craft Eats, and Cal Mex Cantina. Across 56–68 restaurant locations in at least 11 U.S. states, XRG serves roughly 10 million guests annually and employs 3,400+ team members, generating revenue primarily through on-premise food and beverage sales, with secondary revenue from gift cards (redeemable across the full XRG portfolio), catering, and online ordering.
The company's business model is that of a vertically integrated, multi-brand restaurant operator, anchored by 65+ years of accumulated brand equity in Mexican dining (the Taco Tuesday concept is attributed to XRG). Its technology stack is industry-standard rather than proprietary: Xperience Rewards loyalty program infrastructure, OpenTable reservations integration across multiple brands, Tabit-based gift card e-commerce, and brand-website online ordering. Distribution is entirely company-operated physical restaurants — no franchising — with no AI/ML, machine learning, or proprietary data assets disclosed in source material. XRG's recent strategic activity has been M&A-driven portfolio expansion (2018 acquisition of the Real Mex portfolio out of bankruptcy; 2023 acquisition of Rio Mambo and The RIM in Texas), positioned within a private-equity roll-up strategy managed by Z Capital Group.
Xperience Restaurant Group firmographics
Firmographics- Name
- Xperience Restaurant Group
- Legal name
- FM Restaurants Holding Co., LLC
- Website
- https://xperiencerg.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Xperience Restaurant Group is a Cypress, California-based operator of 12 Mexican and Tex-Mex casual-to-fine dining restaurant brands across roughly 56–68 U.S. locations, serving about 10 million guests annually under private-equity owner Z Capital Group.
- Ownership category
- akta.pro rank
Xperience Restaurant Group industry classification
Industry- Product category
- Casual Dining Restaurant Services
- NAICS
- Full-Service Restaurants (722511), Limited-Service Restaurants (722513)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Family-Style Restaurants (THAFACAC)
- akta.pro secondary industry
- Special Occasion & Destination Restaurants (THAFACAK)
Keywords
Where Xperience Restaurant Group is headquartered
LocationHeadquarters
- HQ city
- Cypress
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Xperience Restaurant Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Restaurant Food and Beverage Sales: Primary revenue from selling food, beverages (including alcoholic drinks), and merchandise at company-owned restaurant locations across multiple Mexican dining brands.
- Gift Card Sales: Sale of gift cards redeemable at all XRG restaurant brands, generating float revenue and driving future customer visits.
- Catering and Private Events: Revenue from catering services and private event bookings at restaurant locations.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Xperience Restaurant Group product offering
Product offeringCore offering
Xperience Restaurant Group operates and manages a portfolio of 12 casual dining restaurant brands, predominantly Mexican and Tex-Mex concepts, across multiple U.S. states. The company serves over 10 million guests annually at roughly 56-68 locations through company-operated restaurants. Its offering includes full-service sit-down dining, private event hosting, gift cards, and the Xperience Rewards loyalty program under brands such as El Torito, Chevys Fresh Mex, SOL Mexican Cocina, Las Brisas, Solita Tacos & Margaritas, Sinigual Mexican Cuisine, Acapulco, El Torito Grill, Who Song & Larry's, Rio Mambo Tex Mex, and THE RIM Scratch Craft Eats.
Product overview
Xperience Restaurant Group operates a portfolio of 12 branded Mexican and Tex-Mex restaurant concepts across the United States, currently operating 56 restaurant locations. The company functions as a multi-brand restaurant operator with concepts ranging from casual dining (Chevys Fresh Mex, Rio Mambo, Who Song & Larry's) to polished casual (Acapulco, El Torito, Solita, Sinigual) to fine dining (Las Brisas, El Torito Grill, SOL Mexican Cocina). Additionally, the company offers THE RIM as an American retro dining concept. A cross-brand Xperience Rewards Loyalty Program enables customers to earn and redeem points across Chevys Fresh Mex, El Torito, and Acapulco locations. The portfolio was built through organic growth and strategic acquisitions including the 2023 acquisition of Rio Mambo and The RIM Scratch Craft Eats.
Differentiator
Problem solved
Functional benefit
Brands
- El Torito: The authority in great Mexican food for over 65 years, offering a memorable experience to make each guest feel like family.
- Chevys Fresh Mex
- SOL Mexican Cocina
- Las Brisas
- Solita Tacos & Margaritas
- Sinigual
- Acapulco
- El Torito Grill
- Who Song & Larry's
- Rio Mambo
- THE RIM Scratch Craft Eats
Products and services
- El Torito Casual Mexican dining restaurant offering traditional Mexican food and drinks to consumers.
- Chevys Fresh Mex Casual Tex-Mex restaurant offering fresh Mexican-inspired menu items to consumers.
- SOL Mexican Cocina Modern Mexican restaurant offering elevated Mexican cuisine to consumers.
- Las Brisas Mexican restaurant offering seafood-focused menu items and traditional Mexican cuisine to consumers.
- Solita Tacos & Margaritas Casual Mexican restaurant offering tacos, margaritas, and related fare to consumers.
- Sinigual Mexican Cuisine Mexican restaurant offering traditional Mexican cuisine to consumers.
- Acapulco Mexican restaurant offering traditional Mexican fare to consumers.
- El Torito Grill Mexican grill restaurant offering grilled Mexican menu items to consumers.
- Who Song & Larry's Casual restaurant concept offering a distinct menu to consumers within the Xperience Restaurant Group portfolio.
- Rio Mambo Tex Mex Tex-Mex restaurant offering Texas-Mexican cuisine to consumers.
- THE RIM Scratch Craft Eats Casual restaurant offering scratch-made craft menu items to consumers.
- Xperience Rewards Company-wide loyalty program that aggregates guest engagement across Xperience Restaurant Group's 12 brands, offering rewards and recognition to frequent diners.
- Xperience Restaurant Group Gift Cards Gift cards redeemable at participating Xperience Restaurant Group restaurant brands, available for consumer purchase.
Quantifiable outcome
- 10M+ guests served annually
- +1 more outcomes
Companies that use Xperience Restaurant Group
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles1 record
Xperience Restaurant Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Xperience Restaurant Group partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor and core.
- John Bon Jovi Soul FoundationminorSOL Cocina in New York partnered with John Bon Jovi Soul Foundation to raise money through cocktail sales and a silent auction, raising $3,288 to support the foundation's work breaking the cycle of hunger, poverty, and homelessness.
- Downtown Long Beach AllianceminorSolita in Long Beach partnered with Downtown Long Beach Alliance's Fresh Start campaign to assist the unhoused community, donating $2,218 to provide hot showers, personal hygiene supplies, and affordable housing.
- Fred Warner (NFL Linebacker)minorChevys in Union City hosted a fundraiser with NFL linebacker Fred Warner to support No Kid Hungry. Fred attended to greet fans, sign autographs, and take pictures while helping raise $1,673.23.
- First Responder Children's FoundationcoreEl Torito partnered with the LA Rams and First Responder Children's Foundation for the Spark of Love event, distributing toys and complimentary El Torito meals to fostered youth at SoFi Stadium.
- ABC7 (Los Angeles)coreABC7 partnered with El Torito and the LA Rams for the annual Spark of Love event at SoFi Stadium, providing holiday joy to under-resourced children and fostered youth.
- Local Fire Department 1430minorEl Torito Ontario continued partnership with Local Fire Department 1430 for annual St. Patrick's Day Party raising money for Megan's Wings, raising $3,000.
- St. Vincent's Meals on WheelsminorSOL Cocina and Solita partnered with St. Vincent's Meals on Wheels to support seniors in need. For every order of SOL's Rosca de Churro in February, $1 was donated, raising $1,712.
- Tanteo TequilaminorSolita partnered with Tanteo Tequila for the El Hombre Margarita promotion. For each drink sold between January and February, Tanteo donated $1 to Guide Dogs of America.
- Los Angeles RamscoreEl Torito partnered with the LA Rams and ABC-7 for the Spark of Love event at SoFi Stadium, providing complimentary meals to approximately 300 children. Also partnered for the Women's Flag Football Team event serving over 1,300 girls.
- Celebration Nation FoundationminorEl Torito partnered with Celebration Nation Foundation to support Ventura County farm workers through a coat drive and feeding program. El Torito donated holiday tamales while Celebration Nation provided warm apparel.
- Megan's WingsminorEl Torito Ontario partnered with local Fire Department 1430 for a St. Patrick's Day fundraising event benefiting Megan's Wings, a nonprofit supporting children with cancer and their families. Raised over $2,500.
- iHeartMedia Los AngelesminoriHeartMedia Los Angeles partnered with SOL Cocina and KTLA to support Heart of Los Angeles (HOLA), an afterschool resource center for underserved kids. iHeart Radio provided gifts while SOL Cocina donated lunch to the center.
- KTLAminorKTLA joined SOL Cocina and iHeartMedia to support Heart of Los Angeles (HOLA) by providing toys for their annual holiday event.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Xperience Restaurant Group competitors and assessment
Company assessmentBroad incumbents
- Bloomin' Brands: Bloomin' Brands operates Outback, Carrabba's, Bonefish Grill, and Fleming's. As a multi-brand casual and polished casual dining operator with a portfolio strategy comparable to XRG, it serves as a relevant benchmark for capital allocation across dining segments.
- Chipotle Mexican Grill: Chipotle is the largest Mexican-themed restaurant chain in the US with 3,500+ fast-casual locations. While operating in fast casual rather than full-service dining, it competes for the same Mexican-cuisine consumer occasions and represents the dominant share-taker in the broader Mexican dining category.
- Darden Restaurants: Darden is a multi-brand full-service restaurant operator (Olive Garden, LongHorn, Capital Grille, etc.) with $11B+ revenue. It is the most relevant large-cap multi-brand casual/fine dining portfolio operator comparable to XRG's strategy of running 12 distinct concepts under one corporate umbrella.
- Brinker International:
Direct peers
- Chuy's: Chuy's is a publicly-traded Tex-Mex and Mexican casual dining chain with ~100 locations. It is the closest publicly-traded pure-play Mexican casual dining comparable to XRG's Chevys, El Torito, and Rio Mambo brands, with similar menu positioning and dine-in experience focus.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Xperience Restaurant Group social profiles
Digital presenceXperience Restaurant Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Xperience Restaurant Group leadership team
Management profileNumber of profiles
Profiles2 records
Xperience Restaurant Group subsidiaries and ownership
Company hierarchySubsidiaries11 records
Xperience Restaurant Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Xperience Restaurant Group M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Xperience Restaurant Group
What does Xperience Restaurant Group do?
Xperience Restaurant Group operates and manages a portfolio of 12 casual dining restaurant brands, predominantly Mexican and Tex-Mex concepts, across multiple U.S. states. The company serves over 10 million guests annually at roughly 56-68 locations through company-operated restaurants. Its offering includes full-service sit-down dining, private event hosting, gift cards, and the Xperience Rewards loyalty program under brands such as El Torito, Chevys Fresh Mex, SOL Mexican Cocina, Las Brisas, Solita Tacos & Margaritas, Sinigual Mexican Cuisine, Acapulco, El Torito Grill, Who Song & Larry's, Rio Mambo Tex Mex, and THE RIM Scratch Craft Eats.
Is Xperience Restaurant Group a public or private company?
Xperience Restaurant Group is a private company. It is classified as private equity controlled and is currently operating.
When was Xperience Restaurant Group founded?
Xperience Restaurant Group was founded in 2018. It employs 1,001 to 5,000 people.
Where is Xperience Restaurant Group based?
Xperience Restaurant Group is headquartered in Cypress, United States, in the North America region.
How does Xperience Restaurant Group make money?
Three revenue lines are on record. Restaurant Food and Beverage Sales are the primary driver. The others are gift Card Sales and catering and Private Events.
Who are Xperience Restaurant Group's main competitors?
Broad incumbents on record are Bloomin' Brands, Chipotle Mexican Grill, Darden Restaurants and Brinker International. Chuy's is listed as a direct peer.
Does Xperience Restaurant Group have an API?
No public API is recorded for Xperience Restaurant Group.
What industry is Xperience Restaurant Group in?
Xperience Restaurant Group's product category is Casual Dining Restaurant Services. Its primary akta.pro industry code is THAFACAC, Family-Style Restaurants, with a secondary code of THAFACAK, Special Occasion & Destination Restaurants. Its NAICS code is 722511 and its SIC code is 5810.