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Meet Michael Mohammed of Chronic Tacos in Aliso Viejo

Today we’d like to introduce you to Michael Mohammed.

Michael, can you briefly walk us through your story – how you started and how you got to where you are today.
Coming from an entrepreneurial family, my brothers and I saw an opportunity in the Chronic Tacos brand, and potential in partnering with founder Randy Wyner. We were confident that we could utilize our skill sets in a way that would enhance the brand.

I have a background in finance and sales; I was a financial analyst at Boeing, then worked for the family business in sales. After working for the family business, my brothers and I partnered in some real estate developments and private equity investments, eventually leading us to Chronic Tacos.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
When we first joined the company, the branding was a bit convoluted. There were some locations that were Fast Casual style, and also Chronic Cantinas— creating different images of the company. We felt there were too many directions the brand was going in; we ended up closing multiple locations. Through this process, we found what aspects of the brand we wanted to move forward with. We ended up focusing on the individuality of our customers, the authenticity of food, and Southern California culture and art.

Please tell us about Chronic Tacos.
As a company, Chronic Tacos celebrates the individuality of our customers through our customizable menu and open-minded culture. We are truly a lifestyle brand, celebrating SoCal vibes and way of life. Since acquiring the company in 2012, we have grown to 44 operating locations in eight states and two countries, with a projected growth of 50 percent this year. Through growth and change in the company, we have consistently stayed true to our roots by sticking to our third-generation recipes and using high-quality ingredients.

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