STRATEGIC PARTNERS
The name change is the first step in a three-step process that will include revamping the décor in four existing Houston-area units and developing new markets.
December 19, 2014
Mexican Restaurants Inc. has announced the rebranding of its Mission Burrito brand as Überrito. The name change is the first step in a three-step process that will include revamping the décor in four existing Houston-area units and adding new units in the market, and developing new markets outside of Houston.
The name was selected to reflect and exemplify Überrito's food offerings and rebranding process.
"The name literally translates to 'above' and 'beyond,' or ultra-burrito which matches our offerings and ingredient selections as compared to our competition," Larry Harrison, vice president of marketing and brand development for MRI, said in a company press release . "We wanted to highlight our uber selections as we prepare to expand the concept beyond Houston."
To celebrate the new moniker the restaurant is introducing a new signature menu item, "The Überrito." Weighing in at almost 4 pounds, The Überrito is the creation of Executive Chef Angel Cervantes.
