Überrito Wins 2022 Franchise Innovation Award for New Food Truck

Share Article

Franchise Update Media Honors Überrito with Best Big Budget Campaign for marketing and branding for the launch of its new food truck.

Überrito Fresh Mex (Überrito), dedicated to old school Mexican scratch cooking, is proud to announce that it recently won Best Big Budget Campaign for marketing and branding at the prestigious Franchise Innovation Awards hosted by Franchise Update Media. The goal of the awards is to identify and recognize franchise brands creating and implementing the most original and innovative strategies and tactics to build their systems.

“With this award, which follows our newest restaurant opening in Huntsville, TX, Überrito is on a roll. Not just figuratively, but now literally, with our state-of-the-art mobile kitchen and food truck serving up our hand-made Mexican food,” said Pete Pascuzzi, CEO of Überrito and MRI Heritage Brands, Inc. “The food truck is a great way to reach more people beyond our existing locations and to seed a market prior to a restaurant opening. It’s also a means for our existing restaurant owners to participate in community events where guests can sample our amazing menu variety. The Überrito food truck is perfect for corporate events, private parties or any gathering that needs to elevate its food experience. It’s an extension of our brand as we continue to grow and reach people wherever they may be.”

Franchise innovators, game-changers, and disruptors competed in four categories: Marketing & Branding, Products & Services, Operations, and Human Resources. The goal of these annual awards is to identify and recognize the franchise brands that are creating and implementing the most original and successful innovation strategies and tactics.

“The Überrito value proposition is all about providing guests the ability to go above and beyond the burrito to a land of fresh ingredients and unexpected flavor combinations,” said Pascuzzi. “Created in our own kitchens, these tastes include fresh, house-made salsas and chips, guacamole, and even our own special marinades for meats. While Tex-Mex is at our core, we have something to satisfy every appetite or portion size, whether you’re a meat lover or even a vegan. We are absolutely delighted to see our new Überrito Food Truck recognized in this prestigious award.”

For nearly a decade, Überrito has drawn in crowds for its hand-made Mexican food rooted in a tradition of fresh, hot, and fast with a generous dash of Southwestern hospitality. Today, that set of core values, along with a tradition of quality, variety, and experience, still determines the restaurant’s direction and has kept the brand on solid footing, even during the ups and downs of the last two years.

“There is something classic and quintessential about Überrito that everyone can relate to,” said Pascuzzi. “Almost everyone can relate to a freshly made burrito or taco because people are driven by something emotional, something tangible about our authentic food. It’s very strong and powerful and that’s a responsibility we don’t take lightly.”

With one foot anchored in tradition and the other firmly planted in the future, Überrito has several original locations spread across greater Houston and South Carolina. Its revamped model, upgraded training and support, state-of-the-art technology and new operational efficiencies are now igniting the brand’s surge into additional development markets.”

About Überrito Fresh Mex:
Überrito Fresh Mex is a Mexican fast casual concept dedicated to craft cooking highly customizable burritos, bowls, salads, and nachos made with fresh ingredients and toppings. This allows Überrito owners to honor traditional Mexican cooking excellence while simultaneously elevating tradition to create better opportunities for growth and profitability. Überrito franchisees can expect their initial investment to range from $597,000 to $985,000 depending on the restaurant format and real estate selected. True to its name, Überrito’s signature dish is a burrito, but restaurants also offer a complete menu of Mexican favorites, sides and more. Überrito is part of MRI Heritage Brands, Inc. For more information about franchising with Überrito, visit Uberrito.com/franchise.

About MRI Heritage Brands, Inc.
MRI Heritage Brands, Inc. (MRI) is a restaurant company that currently operates and franchises restaurants in Texas, Oklahoma, and Louisiana. Its brands include Casa Olé, Monterey’s Little Mexico, Überrito Fresh Mex, Tortuga Mexican Kitchen, and Crazy Jose’s. For more information, visit http://www.mricorp.com.


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Chad Cohen