Industry News | March 4, 2012 | QSR Exclusive Brief

New Website, Logo Mark Panchero's 'Evolution'

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Panchero’s Mexican Grill, an Iowa-based fast-casual concept with more than 50 units, unveiled a new logo and website that its director of marketing calls an “evolution” for the brand.

Reid Travis says the company, which is celebrating its 20th anniversary this year, originally set off to explore how customers perceived the brand and what some of its key product differentiators were.

“Along with some of that exploration, we realized this would be a great opportunity to incorporate a lot of these things that we’re discovering about our product differentiators, our brand, and how people are viewing us already, and incorporate that into some of our visual marketing,” Travis says.

The new Panchero’s website is more engaging, with a design-heavy interface. It’s also optimized for mobile and includes geo-location to search for nearby restaurants.

Panchero’s new logo, meanwhile, includes evolved design marks, Travis says, and better functionality and readability.

“Luckily the logo wasn’t something wasn’t really something that we had to totally overhaul and redesign,” Travis says. “It was more of, How do we make these minor tweaks to reflect this more modern, fun, interesting, timeless type voice that we’re beginning to develop?”

Travis says the new logo won’t roll out to all stores immediately, and that the brand is OK with two logos existing across the system for some time. He says it was important that the new logo and website launch together, though, so that any customers being introduced to the brand online will see the new logo.

Nothing else about the restaurants will change, Travis says, and Panchero’s doesn’t have any other brand changes planned for the near future.

“We are a 20-year-old company, people are very familiar with us and how we look now,” he says. “We need to keep it the same, to an extent, so people won’t get confused and won’t see us as a brand-new company, but people will look at us and say, ‘OK, that does match what you’re doing.’”

By Sam Oches