Industry News | April 25, 2012

California Tortilla Refreshes Brand In Style

California Tortilla celebrated their first brand update in company history and announced a major charitable initiative on April 17 at the Long View Gallery in Washington, D.C., surrounded by over 200 franchisees, partners, vendors, loyal customers, and media.
 
“Our ‘brand update’ is about much more than a logo and paint,” saysPresident Bob Phillips.
 
“We provide the freshest food at a great value in a fun atmosphere, and this new look for California Tortilla reinforces that on every level.”
 
Their new logo, featuring an avocado, was the vision of Seattle-based branding expert Ken Barnes. Customers had seen the logo emerge on paper products, the company’s social media presences and other areas, over the past several months.
Over the coming year, the new logo and “fresh” color scheme will be increasingly prevalent in existing stores.
 
A recently opened location in Lancaster, PA, was the first store to be built under the new branding.  New locations in Bethesda, Maryland, Crystal City, Virginia, New York, New York, and Bergen County, NJ will open with the updated branding.
 
The new layout of the stores features an “exhibition kitchen” where customers can see the ingredients being prepared throughout the day. An open production line will provide full transparency on how each burrito is made and fully customized for every patron.
 
During the event, Vice President of Marketing Stacey Kane presented checks worth $2,500 to food-based charities Manna Food Center and DC Central Kitchen, while announcing a similar donation to Philabundance.
 
Kane also unveiled a $25,000 fundraising pledge to Share Our Strength’s No Kid Hungry program by the end of the year.
 
“As a restaurant chain, we feel strongly about our responsibility to help hunger based charities,” says Kane.
 
“We will take every opportunity to help the cause through donations of food and money.”
 
Based in Rockville, MD, the fast-casual chain has over 37 locations across the Mid-Atlantic in Maryland, Virginia, Pennsylvania, Delaware and the District of Columbia. 
 
For more information and to inquire about franchising opportunities, please visit www.californiatortilla.com or call 301-545-0035.