Mucho Burrito is a fast casual chain with locations across Canada and in the US. Looking to grow, they engaged The Culinary Edge in to refine brand positioning and streamline operations.
The Culinary Edge conducted a series of interviews with corporate team members and franchisees, and preformed a comprehensive brand assessment including a full evaluation of restaurant operations, guest feedback, and culinary quality and execution. With this insight, The Culinary Edge was able to isolate and articulate the Mucho Burrito brand voice and build positioning to set Mucho Burrito apart from the likes of Chipotle and other competitors.
Next, The Culinary Edge identified product, service, and operational improvement opportunities. The teams collaborated to create a more focused food story—optimizing existing menu items and developing new items—and streamlined the guest ordering experience.
Mucho Burrito has been able to implement the project success as a functioning blueprint for continued franchise growth.