Tortillashave found their place inthe Americanmainstreamdiet, where they now serve as substitutesfortraditionalbreads in suchpopularfare ashot dogs, lasagna, pitas, sandwiches and pizza.
Many of the chain's franchisees established their businesses in the early 2000s in college towns, where hungry students could order veggie pitas, gyros and smoothies until 3 a.m.