“The owners had just the one store for years,” says Clasby, now director of franchise development for Kokopelli. “A group of us, who were customers and had experience in franchising, decided about a year ago to talk to the owners about franchising.”

Beverly and Dennis Goodman opened Kokopelli in 1997. The fast-casual Tex-Mex restaurant serves burritos, quesadillas, tacos, fajitas, and salads, but differed from the competition with its focus on healthy, low-fat, fresh offerings. Its quick rise to local fame by word-of-mouth was especially significant in a Southwestern city where Tex-Mex restaurants are on every corner.

The Kokopelli Franchise Company has updated the atmosphere and menu of the original store in preparation to take the concept nationwide. Plans are to open 500 to 600 stores through multi-unit franchise deals over the next four years and have another 200 to 300 under development in 2009. The company has sold 47 franchises in cities across the country, including Las Vegas; Dallas; Toledo, Ohio; Charlotte, North Carolina; and Richmond Virginia. The first franchised location opened in Glendale, Arizona, in April.

“We’re focused on vibrant suburbs of major cities that are growing,” Clasby says. “We’re looking for a type of place with a growing population, new construction, and new shopping centers.” The 2,400-square-foot stores will be built in endcap shopping center locations. The original location serves roughly 300 to 320 people during its 11 a.m. to 8 p.m. operating hours, and Clasby says that will be the eventual goal for new stores.

Both the menu offerings and the dining experience will set Kokopelli apart from competition in an already crowded category, Clasby says. “No one is doing quite what we’re doing. We’re bringing this category to a new level. We have high quality furniture and flat-screen TVs. We serve meals on plates with real silverware, rather than in baskets with plastic utensils. We have a full dinner menu with margaritas and beer.”

The dinner entrees, including Sonoran Garlic Steak, Oven-Roasted Citrus Chicken, and Grilled Salmon with Mango Salsa, were tested and added in preparation for franchising. Another change was in the name—the original store was known as Kokopelli Mexican Grill. “We changed the name to Kokopelli Sonoran Grill to better reflect what the food actually is and to differentiate ourselves from others,” Clasby says. “When people hear Mexican, they think refried beans and heavy cheeses. We offer black beans and pintos, but not refried beans. There are no heavy cheeses, and the tortillas aren’t prepared with heavy oils. We offer the flavors of the Sonoran desert region of Mexico.” The average ticket at Kokopelli is $8.50. Burritos—the top-sellers—are $6.50, and dinner entrees are $7.50 to $8.