Panchero’s Mexican Grill has experienced growth and expansion—and has fine-tuned and tweaked the brand—throughout its 20 years in business. Now Panchero’s is launching an evolved brand identity including a new logo and website.
“We felt that now was the right time to review our branding as a whole and look at how to communicate it better. The brand identity was something we didn’t have to invent. We have had a unique identity and feeling to the brand all along. With the evolved branding we have positioned our focus appropriately and met our goals,” said Reid Travis, director of marketing.
The website was changed to be not only functional, but also fun and engaging. The new site is mobile friendly and has new features like geo-location to simplify the mobile or even PC-based experience when searching for restaurants nearby. To be more engaging, Panchero’s incorporated a design-heavy interface that can be updated and changed very easily and rolled the existing blog into the site.
When designing the revised visual aspects of the brand, Panchero’s focused on key factors like readability and functionality to come up with a timeless look. Changes will begin to unfold immediately and will find their way into restaurants throughout 2012.
“We purposely approached this project with the frame of mind that it was an evolution—not a revolution,” Travis said. “We knew from the beginning that the different versions of the logos would need to coexist in the wild together and we were OK with that.”
The food and the recipes at Panchero’s and the restaurant design will all stay the same. The company has opened two restaurants so far this year and plans to open another 10 by the end of 2012. Panchero’s has seen consistent increases in sales and growth each year for new and existing restaurants.
“I’m very proud of how Panchero’s has grown in the last 20 years and I look forward to 20 more great years,” said Rodney Anderson, founder and president. “The redesigned logo and website are just a couple of exciting things happening at Panchero’s right now. We think the evolved branding will complement our expansion and successfully take us into the future.”
Founded in 1992 by Rodney L. Anderson, Coralville, Iowa-based Panchero’s Mexican Grill is a fast-casual, fresh-Mexican franchise that serves its signature fresh-pressed tortillas filled with the freshest, highest-quality ingredients. Burritos are customized and mixed with “Bob the Tool” to get every ingredient in every bite and the menu also includes quesadillas, tacos, burrito bowls, and salads. Panchero’s currently has more than 50 locations in the United States and the company plans to have 65 restaurants open across the country by the end of 2013. For more information, visit www.pancheros.com.
