MONTVALE, N.J. — California Tortillas will join Habit Burger, Dunkin Donuts and Total Wine in River Edge this month.
Wyckoff resident Paul Sanford brought the national franchise to North Jersey when he opened the Montvale store this past January.
"It's not like Chipotle where you point and grunt," said Sanford, who also works at a wine importing company across the street from his Chestnut Ridge Road eatery.
"Everything is fresh and made to order," he said. "There's not even a freezer on the premise."
The restaurant might be most well known for its "Wall of Flame." The wall is home to 75 different types of hot sauces ranked from one to 10 by heat levels.
Sanford honored California Tortillas' 20th national anniversary by distributing free cupcakes but he says he doesn't need a special occasion.
"We want all of our customers to feel like family," said Sanford, who holds weekly promotional events like such as Monday Night Burrito Wheel.
Sanford matched the price of chips and salsa to the temperature outside during last winter's cold spell.
"When it was 10 degrees, chips and salsa were 10 cents," he said. "I just try to make it a fun environment for everyone."
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