California Tortilla Launches New Brand Awareness Campaign, Mexican Re-imagined

As Fast Casual Chain Expands to New Markets, New Messaging Emerges

March 16, 2015 // // ROCKVILLE, MD - California Tortilla is excited to introduce the world to "Mexican Re-imagined," an awareness campaign that tells the story of the brand in a whole new way. Today, the fast casual chain unveils messaging and advertising designed to reach a growing customer base and communicate what sets them above and apart from the pack. The result: a confident, humorous voice that’s uniquely its own, focusing the spotlight on California Tortilla’s fresh, imaginative and delicious Mexican fare.

Since the first store opened in 1995 in Bethesda, MD, the fast casual concept built a name for itself on positive word-of-mouth, developing a loyal fan base of "Cal-Torters,"(aka Burrito Elitos), in the DC area. But with the recent addition of stores in new markets, including Philadelphia and the greater NYC metropolitan area, and new stores set to open in Florida later this year, California Tortilla faced the challenge of capturing a whole new audience.

"In the past, we focused on driving repeat business from existing customers and building loyalty," said Laura Cissel, California Tortilla Vice President of Marketing. "We needed to find the best way to reach our new consumers, define how we communicate our unique positioning in the fast casual category, and captivate a new audience with that certain ‘something’ that made us so special to our fans."

The process began with identifying what set them apart from other dining options – adventurous flavor combinations and use of imagination in unlikely places, commitment to using fresh ingredients and cooking in small batches throughout the day - all without ever taking themselves too seriously. What it boiled down to was "Mexican Re-imagined."

Core components of the new campaign include radio and traditional billboard ads as well as digital signage, web and mobile banners. Additionally, the chain has created a toolkit for franchisees, including a culture video to help familiarize them with the new positioning and messaging.

"We’ve grown tremendously over the past few years – but we’ve never strayed from who we are," said Robert Phillips, President of California Tortilla. "We serve fresh, delicious Chef-Inspired Creations that bring together elements of traditional Mexican cuisine with imaginative flavor combinations, we use only the freshest, highest quality ingredients and prepare everything in small batches throughout the day. That combined with the level of customer service we provide offers a unique dining experience. All along, we have been re-imagining Mexican."

About California Tortilla

Fast casual leader California Tortilla serves fresh, made-to-order, delicious, award-winning signature burritos, quesadillas, and salads all grounded in a foundation of Mexican cuisine yet combined with imaginative flavor combinations and customization opportunities. They are Mexican Re-Imagined. Based in Rockville, MD, the fast-casual chain has over 40 locations across the East Coast in Maryland, Virginia, Pennsylvania, Delaware, Massachusetts, New Jersey and the District of Columbia. They are best known for their fresh food, unique recipes, innovative promotions, customer and community engagement via Twitter, Facebook and their famous newsletter, Taco Talk.

For more information and to inquire about franchising opportunities, please visit or call 301-545-0035.

SOURCE California Tortilla

Media Contact:

Alicia Sellitti


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