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.