Una Mas Mexican Grill, the
California based, 22-unit quick-casual restaurant chain announced the
introduction of a reinvigorated menu and revitalized brand identity.

Directed by Heritage Ventures after their purchase of the chain in August
of 2004, the Una Mas management team launched an aggressive brand audit and
concept positioning program that has resulted in the development of a new menu
and new brand identity.

“We were attracted to the Una Mas concept due to its strong and loyal
following,” commented Harpreet Chadha, a Heritage Ventures general partner.
“They were known for their unique fusion of Mexican dishes with a modern
flair. Yet the company had lost focus under some management changes in the
mid-’90’s and when the chain became available last year we jumped at the
chance to purchase it,” he added.

Now Una Mas has executed an extensive brand audit though the BrandGPS(TM)
Program of MultiVision Design, the strategic branding and marketing consultant
hired early last year to help focus the brand positioning and plan the
strategic marketing for the company. “The brand holds a strong position with
its customers, but lacked the strategic positioning and marketing focus that
it needed in order to penetrate the national marketplace in the competitive
fast-casual segment,” said Rick Gutierrez, President and Principal of
MultiVision Design. “After doing extensive research we have created a clearer
concept position, taking the best of the concept and clarifying its
positioning both internally and externally.” He added, “Experience has shown
us that evolution is better than revolution, and Una Mas had a loyal following
and was known for many things, but the brand was not taking advantage of this
by communicating it effectively through menu offerings and communication
vehicles. Reinvigorating the menu, and revitalizing the brand identity will
go a long way in creating a unique and strong positioning with consumers.”

The new menu features the best that Una Mas has to offer, with winning
dishes like its popular burrito, the Foghead Burrito — a unique selection of
marinated grilled chicken, BBQ sauce, cheese, guacamole, rice, black beans,
sour cream and salsa, all wrapped up in a unique chile — tomato tortilla.
Additionally, a selection of fresh offerings have been added to the menu to
round out a distinctive selection, with items such as the Margarita Salad, Una
Mas Signature Carnitas, and a unique vegetarian Butternut Squash Burrito.

The brand identity has also been reinvigorated with a classier, upscale
personality to connect better with their customer base. In addition, a new
architectural package is being developed in order to reflect the new
positioning for the chain.