Tijuana Flats kicked off its “Treasure the Chest” campaign to raise money for the Breast Cancer Research Foundation (BCRF) on Monday. Having already donated $896,000 over the past nine years, The Tijuana Flats Just In Queso Foundation intends to reach $1 million raised this year.

Through October 2, the proceeds from sales of limited edition pink cups and a “make it pink” option to have tacos prepared in a pink tortilla, will help raise funds for the cause. Additionally, proceeds from the sales of all Tijuana Flats “Smack” hot sauces as well as Just In Queso’s official sauce, “Jason’s Mom’s Sauce,” will also be donated to BCRF.

“Our annual BCRF campaign is one of the most highly anticipated events of the year in the stores. It is beyond impressive to see our team members’ passion to raise money for such an important cause. Breast Cancer touches so many lives and we are proud to do our part voice to help find a cure,” says Larry Ryback, CEO of Tijuana Flats.

With a prior donation of almost $900,000, The Tijuana Flats Just In Queso Foundation is one of BCRF’s largest corporate sponsors. Through this partnership, Tijuana Flats funded a full year of research for Dr. Joyce Slingerland of the University of Miami, Miller School of Medicine. Dr. Slingerland's project focuses on the cellular origins of Breast Cancer and potential links between lifestyle factors and Breast Cancer.

Guests can expect to find pink pirate themed décor and apparel in the restaurants for the duration of the “Treasure the Chest” campaign. The campaign will also include social media integration under the hashtag #TIJUANAPINK as well as contests through Facebook, Instagram, Twitter, and Snapchat. The social contest will encourage guests to send in pictures and videos chest bumping using #JUANABUMP. Winners will be selected weekly to receive prizes and gift cards.