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Our friends from Ranchero’s came to us at a crossroads in their brand journey. With their number of stores growing faster than avocados, they needed help answering some big questions. How are we different? Is Ranchero’s the right name? Should we update our look? Is our menu right?
To differentiate in the crowded quick-serve space, they needed focus. We came up with a few places to start: fresh ingredients sourced from local farmers, a neighborly affection and commitment to quality service, and a convenient Tex-Mex style lineup. To reflect the true character of what makes them so special, they reintroduced themselves as Surcheros—a made up word that evokes the idea of “southern friends.”
We developed a simple but sturdy mark and celebrated the new name by throwing a party. And tied them together with a brand voice that captures the joy and togetherness of sharing a good meal. Together, the combo ushers in a fresh welcome and a good, handmade meal.