El Torito has served bold Mexican flavors since 1954, when founder Larry J. Cano opened the first location in Los Angeles, pioneering sit-down Mexican dining with mainstream appeal. Over the decades, the brand became known for sizzling fajitas, table-side guacamole, and a festive atmosphere.
Building on that legacy, El Torito developed a seamless off-premises ecosystem to bring its signature flavors to guests, wherever they are.
A 2026 Food On Demand Outstanding Operator, El Torito operates about two dozen locations across California.
Technology and strategic partnerships are key to managing the brand’s off-prem operations efficiently, according to Jackie Sturniolo, senior manager of off-premise at Xperience Restaurant Group, which owns El Torito.
“We’ve really leaned into Olo,” Sturniolo said. “The seamless integration with our POS and all third-party platforms has been a game changer. What used to take a full day to update across multiple brands and ordering channels now updates everywhere in real time, which keeps accuracy high and operations efficient.”
El Torito offers pickup, delivery, and catering, integrated with DoorDash, Uber Eats, Grubhub, ezCater, Foodja, and Food Runners.
Catering features favorites from its core menu, including taco and fajita bars as well as individually packaged meals ideal for corporate lunches. It even has its own El Torito Food Truck, which can be booked for events.
For larger catering orders, the brand uses specialized services like DeliverThat, which provide drivers with insulated bags and geotagging for timely delivery.
“We use dispatch through Olo as well as through ezCater. As of now, we are not exclusive with any particular delivery company to ensure that all our orders are accounted for,” Sturniolo said.
Marketing and menu innovation are central to off-prem success. The brand has focused on aligning promotions and specials with catering-specific holidays while monitoring performance to ensure marketing spend is effective.
The brand monitors its own menus and third-party promotions, consults account managers to stay competitive, and has brought in new talent to help innovate offerings in 2026. Guest reviews and feedback are also used to refine packaging, portion sizes, and recipes.
Loyalty efforts are currently focused on dine-in and to-go orders, while catering orders are followed up via email with discounts for future purchases.
Looking ahead, Sturniolo said, El Torito plans to expand local store marketing, increase email prospecting, and invest in branded packaging that protects the food while promoting the brand, further driving off-prem growth.
“With 12 brands under our umbrella, El Torito serves as the flagship for our off-prem strategy,” Sturniolo said. “2026 is all about building on what’s working — stronger marketing, smarter data use, and packaging that markets itself. It’s how we make sure our guests keep coming back, no matter where they enjoy our food.”
The Outstanding Operators Program highlights 20 innovative brands taking creative paths to success with all things off-premises. Each winner receives a $1,000 charitable donation to their organization of choice and will be recognized on-stage at the 2026 Food On Demand Conference. Register today!
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