Tijuana Flats is bringing back its two-pound Mega-Freakin’-Juana Burrito for a limited time, reviving one of the fast-casual chain’s oversized menu offerings. The burrito gives customers a choice of protein and fillings, including beans, cilantro lime or Mexican rice, lettuce, tomatoes, onions, sour cream, jalapeños and cheddar jack cheese. It is wrapped in two flour tortillas, toasted until golden brown and served with a side of chips. Flathead Rewards members received early access beginning Sept. 21.
The item is positioned as a highly customizable offering rather than a fixed combination. Customers can select their preferred protein and fillings, with pricing ranging from $15.99 for the vegetarian version to $21.99 for steak. The Mega-Freakin’-Juana is available for dine-in, carryout, online ordering and third-party delivery where available.
Ashlley Lemke, Director of Marketing at Tijuana Flats, said the company recognized that a two-pound burrito could seem excessive but decided to embrace the concept. Her comments reflect the brand’s deliberately unconventional positioning and its use of a large-format menu item to generate attention around the chain.
The promotion also fits within a broader menu built around made-to-order Tex-Mex food. Tijuana Flats offers burritos, tacos, quesadillas, chimichangas, bowls and salads, with customers able to customize meals and select the brand’s Tijuana Style preparation. The chain operates nearly 100 company-owned and franchised restaurants across Florida, Alabama, North Carolina and Kentucky.
For franchise brands, limited-time menu launches can create opportunities to coordinate promotions across multiple locations while maintaining a consistent customer message. Gorilla Dash offers a Competitions and Promotions feature designed to help franchisors organize promotional activity and campaign-related efforts across their networks. Tijuana Flats’ return of the Mega-Freakin’-Juana demonstrates how a distinctive menu item can serve as the focal point of a time-sensitive campaign while giving customers another reason to engage with the brand.