CMR

What CMR does

CMR (Corporación Mexicana de Restaurantes, S.A.B. de C.V.) is a Mexican multi-brand restaurant operator founded in 1970 and listed on the Bolsa Mexicana de Valores since 1997. The company runs a portfolio of 14 restaurant brands spanning casual dining (Chili's with 55 units, Wings with 20 airport units, Sushiitto with 33 corporate units), Italian-American casual (Olive Garden, 13 units), premium dining (The Capital Grille, plus museum and hospital venues), and proprietary Mexican cuisine concepts (LagoAlgo, Sala Gastronómica, Bistro Chapultepec, Matilde, Nube 7, Los Almendros, Del Bosque). In total CMR operates more than 250 restaurants in Mexico and selectively internationally (Sushiitto extends into Central America and the United States through 105 franchisees), employing over 4,000 team members.

CMR's revenue model combines three streams: (1) direct restaurant operations from corporate-owned units across the brand portfolio, (2) franchise fees and royalties primarily from the Sushiitto franchise system, and (3) international brand licensing/royalty arrangements with major U.S. franchisors including Brinker International (Chili's, since 1998 — making CMR Brinker's largest international franchisee) and Darden Concepts (Olive Garden, Red Lobster, The Capital Grille, since 2011). Pricing is menu-based and varies by concept from casual to fine dining. The go-to-market motion is dual-track: corporate-owned restaurants for flagship and premium brands combined with franchise expansion primarily through Sushiitto.

The technology layer is an integrated restaurant management platform that in 2022 was unified across all brands to standardize operations, supported by a dedicated digital invoicing system (facturacion.cmr.mx), a centralized distribution center in Toluca (acquired 2012), the Foodie Rewards cross-brand loyalty program, and Universidad Corporativa CMR (established 2009) for workforce training. CMR also operates the non-profit Fundación CMR focused on child nutrition. Strategic milestones include the 2019 merger with Grupo DASI (Sushiitto), the 2011 Darden partnership, the 1998 Chili's acquisition, and the 1997 BMV IPO.

Name

CMR

Legal name

CMR, S.A.B. de C.V.

Website

https://cmr.mx

Company type

Public

Founded year

1970

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

CMR (Corporación Mexicana de Restaurantes) is a Mexican multi-brand restaurant operator running 250+ restaurants across 14 brands — including Chili's, Olive Garden, Wings, and Sushiitto — serving consumers through company-owned units and franchises in Mexico and internationally.

Ownership category

akta.pro rank

Product category

Multi-brand restaurant operations

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO)

Keywords

• Casual dining restaurants
• Restaurant franchise operations
• Mexican cuisine concepts
• Airport restaurant services
• Multi-brand restaurant holding

Headquarters

HQ city

Cuauhtémoc

HQ country

Mexico

HQ region

Latin America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Restaurant Operations: Revenue from company-owned restaurants across multiple brands including Olive Garden (13 locations), Chili's (55 locations), Wings (20 locations), Sushiitto (33 corporate units, 105 franchises), and other concepts. Each restaurant generates revenue through food and beverage sales.
2. Franchise Fees and Royalties: Revenue from franchise operations, particularly through Sushiitto which operates over 140 total units including franchises. Franchisees pay initial fees and ongoing royalties.
3. International Brand Licensing: Licensing arrangements with international franchisors including Brinker International (Chili's) and Darden Concepts (Olive Garden, Red Lobster, The Capital Grille).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

CMR operates, manages, and franchises a portfolio of more than 14 restaurant brands in Mexico, ranging from casual dining (Chili's, Olive Garden, Wings) to Japanese fusion (Sushiitto), premium steakhouses (The Capital Grille), and regional Mexican culinary concepts. The company earns revenue primarily through in-restaurant food and beverage sales at 250+ corporate-owned locations, supplemented by franchise fees, royalties, and international brand licensing arrangements. It also runs a multi-brand customer loyalty program (Foodie Rewards) and an integrated technology platform unifying back-office operations across all concepts.

Product overview

CMR (Corporación Mexicana de Restaurantes) operates a portfolio of 12+ restaurant brands spanning casual dining, fine dining, and fast-casual concepts. The company operates over 250 restaurants in Mexico and internationally, including owned units and franchises. Key brands include Olive Garden (Italian), Chili's (American), Wings (airport), Sushiitto (Japanese fusion with 130+ units), The Capital Grille (steakhouse), and several Mexican cuisine concepts. CMR also offers Foodie Rewards, a loyalty program spanning all brands. The company operates through both corporate-owned units and franchise models, particularly with the Sushiitto brand.

Differentiator

Problem solved

Functional benefit

Brands

• Olive Garden: Italian cuisine restaurant chain inspired by Tuscan gastronomic experience with family hospitality and homey atmosphere. 13 locations.
• Chili's
• Wings
• Sushiitto
• The Capital Grille
• LagoAlgo
• Sala Gastronómica
• Bistro Chapultepec
• Matilde
• Nube 7
• Los Almendros
• Del Bosque
• La Destilería
• Red Lobster (Mexico)
• Foodie Rewards

Products and services

• Olive Garden Italian-American casual dining restaurant serving classic pasta, lasagna, soups, salads, and freshly baked bread in a family-friendly atmosphere; operated by CMR under Darden Concepts license with 13 locations in Mexico.
• Chili's American casual dining restaurant featuring burgers, ribs, Chicken Crispers, desserts, and traditional margaritas with Southwest U.S. flavors; operated by CMR under Brinker International license with 55 locations in Mexico.
• Wings Airport restaurant chain with 58+ years of history specializing in quick-service dining for travelers; operates 20 locations primarily in Mexico City and Guadalajara airport terminals.
• Sushiitto Japanese fusion restaurant chain adapting oriental cuisine to local Mexican tastes; operates 33 corporate units plus 105+ franchise locations across Mexico, Central America, and the United States.
• The Capital Grille Premium American steakhouse offering dry-aged beef, fresh seafood, and a curated selection of over 300 wines; operated by CMR under Darden Concepts license with 1 location in Mexico.
• LagoAlgo Contemporary sustainable Mexican Farm-to-Table restaurant and cultural space located in Chapultepec Forest, combining art and gastronomy with conscious sourcing.
• Sala Gastronómica Traditional Mexican cuisine restaurant located inside the National Museum of Anthropology, offering a journey through pre-Hispanic ingredients and regional Mexican culinary traditions.
• Bistro Chapultepec Mexican-European bistro inspired by countryside ambiance, located in Chapultepec Forest, offering hybrid flavors in harmony with the park setting.
• Matilde Contemporary Mexican restaurant located inside Hospital Médica Sur, inspired by medical pioneer Matilde Montoya, evoking 1930s nostalgia with a casual atmosphere.
• Nube 7 Contemporary Mexican cuisine restaurant located at the University Museum of Contemporary Art (MUAC), surrounded by volcanic stone, fusing avant-garde art with bold flavors.
• Los Almendros Legendary Yucatecan cuisine restaurant fusing creole and mestizo ingredients in traditional and reinvented regional dishes.
• Del Bosque Authentic contemporary Mexican cuisine restaurant in a green refuge within Chapultepec Park, reinterpreting traditional Mexican culinary heritage.
• Red Lobster (Mexico) Seafood restaurant chain operated by CMR under Darden Concepts license in Mexico.
• La Destilería Restaurant brand operated by CMR as part of its proprietary portfolio.
• Foodie Rewards Multi-brand customer loyalty program accessible at foodyrewards.com, allowing diners to earn rewards across all CMR restaurant brands.

Quantifiable outcome

• Over 250 restaurants operating successfully
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Grupo DASIcoreStrategic or Co-development Partner · 1 January 2019Fusion with Grupo DASI, the largest Japanese food restaurant chain with the Sushiitto brand, which had over 30 years of market presence and operations in Mexico, Central America, and the United States. The merger strengthened CMR's position in the Japanese cuisine segment.
• Darden Concepts, Inc.coreChannel Partner/ Reseller/ Distributor · 1 January 2011Alliance with Darden Concepts in 2011 to commercialize and operate three of their most important brands in Mexican territory: Olive Garden, Red Lobster, and The Capital Grille. Olive Garden opened first restaurant in Interlomas in 2012. The Capital Grille and Red Lobster inaugurated in Mexico in 2013.
• Brinker International, Inc.coreChannel Partner/ Reseller/ Distributor · 1 January 1998In 1998, CMR acquired the franchise from Brinker International to operate Chili's brand in Mexican territory. Five restaurants opened in Monterrey, with 9 additional units in 1999 across Guadalajara, Cancún, León, Mérida, Chihuahua, Saltillo, Monterrey and Torreón. By 2017, CMR became the largest international franchisee of Brinker International.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Brinker International: Parent and franchisor of Chili's, the largest banner in CMR's portfolio (55 units). Brinker is a U.S. multi-concept casual dining operator and CMR's most important inbound licensing partner.
• Bloomin' Brands: U.S. multi-concept casual dining operator (Outback, Carrabba's, Bonefish Grill, Fleming's). Comparable for the multi-brand casual/upscale dining portfolio structure, though operating in a different geography.
• Dine Brands Global: U.S. multi-brand restaurant franchisor of IHOP and Applebee's. Comparable for the franchise-royalty revenue model and multi-banner casual dining strategy that mirrors aspects of CMR's Chili's/Wings operation.
• Yum! Brands: Global multi-brand QSR franchisor (KFC, Pizza Hut, Taco Bell) operating primarily through franchising. Comparable for the franchise-driven, brand-portfolio model that CMR is building with Sushiitto.
• Darden Restaurants: U.S. parent and franchisor of Olive Garden, Red Lobster, and The Capital Grille—the very brands CMR operates in Mexico under license. Comparable as the originator of CMR's licensed concepts and as a larger multi-brand casual/fine-dining operator.
• Restaurant Brands International: Global multi-brand QSR operator (Burger King, Tim Hortons, Popeyes, Firehouse Subs). Comparable for asset-light franchising model and international expansion playbook across multiple cuisines.

Emerging players

• Cracker Barrel Old Country Store: U.S. multi-concept casual dining and retail operator with a strong store-network thesis. Comparable for the multi-brand hospitality and large-unit-network operating model, though focused on a single dominant concept.

Regional players

• Grupo Posadas: Mexican hospitality operator running hotels and food & beverage venues under multiple brands. Comparable as a publicly-listed Mexican multi-brand operator with exposure to tourism, travel hubs, and cultural-venue real estate similar to CMR's airport and museum concessions.

Direct peers

• Grupo Anderson's: Mexican operator of multi-brand restaurants including Puerto Madero, La Casa de los Abuelos, and Italianni's. Closely comparable as a domestic Mexican multi-brand casual/upscale dining operator with similar GTM motion.
• Alsea, S.A.B. de C.V. Mexico's largest multi-brand restaurant operator listed on BMV, operating Domino's, Starbucks, Vips, Burger King, Chili's, and P.F. Chang's in Latin America. Most direct comparable to CMR given shared geography, multi-brand model, and public-market listing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=100063528758918&mibextid=ZbWKwL
• Instagramfacebook.com/profile.php?id=100063528758918&mibextid=ZbWKwL

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CMR