Mexican Restaurants Inc. (MRI), which operates 57 Mexican restaurants in Texas, Louisiana and Oklahoma under five different brands, has rebranded its fast-casual Mission Burrito concept as Überrito Mexican Grill.
The name change, spurred by a trademark infringement lawsuit, is part of a three-phase rebranding initiative. The company emphasizes that this first phase is designed to highlight the fact that the concept continues to offer its same menu of burritos, tacos and bowls, house-made salsa and tortilla soup, and fresh, warm tortillas. A new signature, "The Uberrito" has been added as well, weighing in at almost 4 pounds.
The name Überrito "literally translates to 'above' and 'beyond,' or ultra-burrito, which matches our offerings and ingredient selections as compared to our competition," says Larry Harrison, vice president of marketing and brand development for MRI. "We wanted to highlight our uber selections as we prepare to expand the concept beyond Houston."
The second stage of the concept's rebranding will launch in the spring of 2015 with the conversion of existing units to a new, more modern décor and theme coupled with the development of additional locations in the Houston market throughout the year. The third phase will include the development of new markets outside Houston. Überrito currently has four Houston locations.