El Torito Plans to Serve Up More Food Via Franchise

In what could signal the start of an expansion effort, El Torito Restaurants has announced plans to start franchising locations, both in the U.S. and abroad.

The Irvine-based restaurant chain has entered into a master franchise and development agreement with a Turkish company to develop 40 restaurants in that country, El Torito President William Burt said. The restaurant operator also is in discussion with possible partners in India and other Asian countries. Closer to home, El Torito said it has cleared the way to start franchising restaurants domestically. Franchises for El Torito restaurants can be sold in 40 states. The company plans to complete the franchise registration process soon in eight other states.

El Torito, which opened its first restaurant in Encino in 1954, now operates 76 restaurants in California, Missouri and Oregon. It also has five licensed locations in Japan and operates 19 restaurants with other names in the U.S.

In a related move, El Torito, which is owned by Irvine-based Family Restaurants, said it would initiate a new advertising campaign this week that will focus on El Torito as the place for family and friends to “get together.” The campaign was created by Cohen/Johnson Advertising, a Los Angeles-based agency.

Greg Johnson covers retail businesses and restaurants for The Times. He can be reached at (714) 966-5950 and at greg.johnson@latimes.com