The long-established regional TaMolly's Fresh Mex Grill LLC has opened a new fast-casual version of the full-service concept in Plano, Texas, modernizing the concept for a more fast-paced urban market.
TaMolly’s, with 11 full-service units in Arkansas, Louisiana and Texas, debuted the new Chiladas Fresh Mex Grill last week in a suburban lifestyle mall.
“This takes what’s really great about TaMolly’s, which is more of a traditional-style Tex-Mex food, and gives a more nuanced, updated spin to it,” said Night Keyes, chief executive parent company Williamson Family Investments of Texarkana, Texas. “The fast-casual platform is really reflective of how people live now.” The company expects to have four or five units in the Dallas-area market over the next year, he added.
The new Chiladas unit covers 2,500 square feet, compared to the 7,000 to 9,000 square feet in a typical full-service TaMolly’s, Keyes said. TaMolly’s on average have about 240 seats, and Chilada’s offers about a third of that. Keyes said a planned patio will add another 1,200 square feet of seating.
The Chiladas evolution of the 27-year-old TaMolly’s concept better fits with the direction diners are going, Keyes said. “We realized we needed a different menu here to really speak to the people are looking for this type of food in the fast-casual platform,” Keyes said.
Chiladas has positioned itself to be distinguished from popular line-burrito concepts like Chipotle and Qdoba by offering prepared plates. “We think our customers will want a little more of the full-service restaurant experience,” Keyes said. “These are items put together carefully and thoughtfully so people can enjoy it.”