El Torito Grill
Single-location full-service Mexican restaurant in Brea, California, operating since 1994 under Xperience Restaurant Group. Serves individual diners, families, and event hosts with dine-in service, catering, private events, online ordering, and a loyalty rewards program.
- Company typePrivate
- Founded1994
- HeadquartersBrea, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What El Torito Grill does
El Torito Grill is a single-location, full-service Mexican dining restaurant located at 555 Pointe Dr, Brea, California, in continuous operation since 1994. The restaurant's core offering is sit-down dining built around signature operational assets including tableside guacamole preparation, house-made tortillas served with artisanal honey butter, mesquite-grilled dishes, and a handcrafted margarita program using fresh produce and premium spirits. Revenue is generated across six streams: dine-in restaurant sales, online ordering and delivery via the OLO platform, catering, private events with food minimums and customizable menus, gift card sales, and the Xperience Rewards/eClub subscription-style loyalty program. Pricing ranges from value promotions (Kids Eat for $1 on Wednesdays, $2.99 Margarita Mondays, daily Happy Hour from 3–7pm) to premium offerings (Sunday brunch at $41/adult, Cadillac Margarita at $14, specialty margaritas $15–$18, wine bottles up to $58).
El Torito Grill operates as a brand within Xperience Restaurant Group (XRG), a privately held portfolio company of Z Capital Group (ZCG) that owns eight or more Mexican dining concepts including El Torito, Chevys Fresh Mex, Acapulco, Las Brisas, Sinigual, Who Song & Larry's, Sol Mexican Cocina, and Solita Tacos. The restaurant does not own its technology stack outright but consumes shared corporate infrastructure: OLO for direct online and catering ordering, OpenTable for reservations and guest feedback CRM, MyGuestAccount for eClub loyalty membership and gift card management, Google Analytics for site measurement, and Google Maps for location services. The business is consumer-facing with no named enterprise accounts; customer segments include individual diners (primary), families, private event hosts, catering customers, and school/nonprofit fundraiser groups.
The go-to-market model is hybrid: physical dining experience anchored by tableside service and event hosting, layered with digital channels (website, Instagram, eClub email) and recurring promotional traffic-shaping. Ancillary revenue lines include private event bookings (semi-private rooms with buffet minimum of 25 guests, customizable sit-down menus, hosted/non-hosted bar options), catering delivery for office and home events, gift card issuance driving future redemption, and a school fundraiser program that donates 20% of qualifying group sales back to participating organizations. The company has 75 employees and is privately held with no disclosed funding rounds, M&A activity, or leadership transitions in the input.
El Torito Grill firmographics
Firmographics- Name
- El Torito Grill
- Legal name
- Xperience Restaurant Group
- Website
- https://etgrill.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Single-location full-service Mexican restaurant in Brea, California, operating since 1994 under Xperience Restaurant Group. Serves individual diners, families, and event hosts with dine-in service, catering, private events, online ordering, and a loyalty rewards program.
- Ownership category
- akta.pro rank
El Torito Grill industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Full-Service Restaurants (722511), Caterers (722320)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Mexican & Tex-Mex Fast Casual (THAFABAC)
- akta.pro secondary industry
- Full-Service Catering (Off-Premise) (HSACAGAA)
Keywords
Where El Torito Grill is headquartered
LocationHeadquarters
- HQ city
- Brea
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
El Torito Grill business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Dine-in Restaurant Sales: Revenue from food and beverage sales generated through in-restaurant dining, including appetizers, entrees, desserts, and alcoholic beverages.
- Online Ordering (Pick-up/Delivery): Revenue from digital ordering through the OLO platform for customer pick-up and delivery services.
- Catering Services: Revenue from catering orders for office events, home gatherings, and special occasions with customized menus.
- Private Events and Banquets: Revenue from hosting private events including semi-private rooms with food minimums, deposits, and customizable menus for sit-down or buffet service.
- Gift Cards: Revenue from gift card sales which drive future redemption and customer acquisition.
- Rewards Program: Xperience Rewards program that provides points and incentives for purchases, redeemable for free menu items, helping drive repeat visits and customer loyalty.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Saturday Breakfast Buffet - $24 adults, $10 kids |
| Unit Pricing | Pay-as-you-go | Sunday Brunch - $41 per adult, $12.50 per child |
| Unit Pricing | Pay-as-you-go | Kids Eat for $1 on Wednesdays |
| Unit Pricing | Pay-as-you-go | Margarita Mondays - $2.99 Margaritas |
| Unit Pricing | Pay-as-you-go | Happy Hour - $6, $7, $8 Food & Drink Specials |
| Unit Pricing | Pay-as-you-go | Margarita pricing - Signature Margarita from $12 |
| Unit Pricing | Pay-as-you-go | Wines by glass from $9-$15 |
| Unit Pricing | Pay-as-you-go | Bottled beer from $7.50 |
Distribution channels5 records
Marketing channels7 records
El Torito Grill product offering
Product offeringCore offering
El Torito Grill is a full-service Mexican restaurant in Brea, California serving traditional Mexican fare including fajitas, handcrafted margaritas, table-side guacamole, and a brunch buffet. The restaurant supplements dine-in service with online ordering, catering, private event hosting, gift cards, and a guest loyalty E-Club.
Product overview
El Torito Grill is a single-location Mexican dining restaurant operated by Xperience Restaurant Group (XRG) in Brea, California, serving feel-good Mexican cuisine since 1994. The restaurant operates a unified dining model centered on full-service sit-down meals with signature offerings including tableside guacamole, freshly-made tortillas, and handcrafted margaritas. Supporting the core dining experience, the restaurant offers online ordering and catering modules (powered by OLO), private event hosting with customizable menus, a gift card program, an E-Club loyalty membership, and school fundraiser programs. Recurring specials include Happy Hour, Margarita Mondays, and Taco Tuesday promotions. The restaurant also features weekend brunch offerings including Saturday breakfast buffet and Sunday all-you-can-eat brunch.
Differentiator
Problem solved
Functional benefit
Products and services
- Mexican Restaurant Dining
Quantifiable outcome
- 20% of sales donated to participating schools and organizations during fundraiser events
Companies that use El Torito Grill
Customer profileSegments5 records
Ideal customer profiles3 records
El Torito Grill technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
El Torito Grill partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Xperience Restaurant Group (XRG)coreEl Torito Grill is owned and operated by Xperience Restaurant Group (XRG), a portfolio company of Z Capital Group, LLC (ZCG). XRG manages multiple Mexican dining brands including El Torito, Chevys Fresh Mex, Acapulco, Las Brisas, Sinigual, Who Song & Larry's, Sol Mexican Cocina, and Solita Tacos. XRG provides corporate support including digital infrastructure, rewards programs, HR systems, and marketing.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
El Torito Grill competitors and assessment
Company assessmentBroad incumbents
- Taco Bell: Dominant QSR Mexican player capturing the value end of the same Mexican-dining occasion in California — sets the competitive pricing floor for El Torito Grill's promotional Happy Hour and $1 Kids Eat programming.
- On the Border Mexican Grill & Cantina: National chain offering full-service Mexican dining with strong margarita program, Happy Hour, and catering — comparable operating model and menu architecture but broader geographic footprint.
- Chipotle Mexican Grill: Largest Mexican fast-casual operator in the US; competes for lunch and dinner occasion in the same Orange County market with a lower price point and digital-first ordering experience.
Emerging players
- Baja Fresh: California-originated Mexican fast-casual chain offering fresh, grill-fired Mexican food — adjacent category competing for the same Southern California casual dining customer.
- Cafe Rio Fresh Modern Mexican: Fast-casual Mexican chain offering fresh-made tortillas, scratch cooking, and customizable menu — overlapping value proposition around handcrafted elements and family dining.
Direct peers
- Chevys Fresh Mex: Sibling brand under the same Xperience Restaurant Group (XRG) portfolio operating California-focused Mexican casual dining restaurants with similar full-service tableside concepts, fresh-scratch menus, and Happy Hour programming.
- Rosa Mexicano: National upscale-casual Mexican restaurant group offering tableside guacamole, premium tequila bars, and Sunday brunch in major US metros — comparable positioning to El Torito Grill's premium Mexican dining experience.
- Acapulco Mexican Restaurant: XRG portfolio brand operating California-located full-service Mexican restaurants with similar mesquite-grilled menu, cantina-style bars, and catering capabilities — direct same-portfolio competitor for the same customer base.
- Sol Mexican Cocina: XRG's upscale-casual Mexican concept targeting a similar Orange County/California demographic with handcrafted cocktails and fresh Mexican cuisine — directly comparable price point and experiential positioning.
- El Torito: Flagship sibling brand within XRG's Mexican dining portfolio; operates full-service Mexican restaurants across California with comparable menu architecture, tableside guacamole, and Sunday brunch offerings.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
El Torito Grill social profiles
Digital presenceEl Torito Grill financial estimates
Financial estimateRevenue estimate
Valuation estimate
El Torito Grill leadership team
Management profileNumber of profiles
El Torito Grill funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
El Torito Grill M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about El Torito Grill
What does El Torito Grill do?
El Torito Grill is a full-service Mexican restaurant in Brea, California serving traditional Mexican fare including fajitas, handcrafted margaritas, table-side guacamole, and a brunch buffet. The restaurant supplements dine-in service with online ordering, catering, private event hosting, gift cards, and a guest loyalty E-Club.
Is El Torito Grill a public or private company?
El Torito Grill is a private company. It is classified as corporate owned and is currently operating.
When was El Torito Grill founded?
El Torito Grill was founded in 1994. It employs 51 to 100 people.
Where is El Torito Grill based?
El Torito Grill is headquartered in Brea, United States, in the North America region.
How does El Torito Grill make money?
Six revenue lines are on record. Dine-in Restaurant Sales are the primary driver. The others are online Ordering (Pick-up/Delivery), catering Services, private Events and Banquets, gift Cards and rewards Program.
Who are El Torito Grill's main competitors?
Broad incumbents on record are Taco Bell, On the Border Mexican Grill & Cantina and Chipotle Mexican Grill. Emerging players are Baja Fresh and Cafe Rio Fresh Modern Mexican. Direct peers are Chevys Fresh Mex, Rosa Mexicano, Acapulco Mexican Restaurant, Sol Mexican Cocina and El Torito.
Does El Torito Grill have an API?
No public API is recorded for El Torito Grill.
What industry is El Torito Grill in?
El Torito Grill's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFABAC, Mexican & Tex-Mex Fast Casual, with a secondary code of HSACAGAA, Full-Service Catering (Off-Premise). Its NAICS code is 722511 and its SIC code is 5810.