Pancheros Mexican Grill Reaps the Rewards of Simplicity
The most valuable asset of any business or organization is its brand. As consumers today are increasingly flooded by brands across all industries trying to break through the noise and get their attention, the team behind Pancheros Mexican Grill might just have the answer to winning both customers and prospective franchisees over.
Their secret ingredient? Simplicity.
At Pancheros Mexican Grill, “getting the simple stuff right” isn’t just a best business practice, it’s a way of life.
Since its inauguration into the business of burritos better built in 1992, Pancheros CEO and Founder Rodney Anderson has held true to the brand’s foundational business principle. Now, 26 years later, the popular fast-casual Mexican chain’s simplistic approach continues to pay off. Closing in on nearly 70 restaurants across 13 states, Pancheros is in growth mode with a flurry of strategic franchise expansion, a strong focus on unit economics, and a culture built on the best-tasting burritos in the industry.
The idea of “keeping it simple” has shaped nearly every aspect of the business – from business operations to location design to customer experience, including the menu.
The business model
While most restaurants grapple with a myriad of labor issues that come with training, Pancheros cross-trains employees on all aspects of the kitchen and food preparation processes. With no need for freezers or fryers in the back, food preparation takes place on the frontlines for the customer to enjoy.
“Simplicity is at the core of everything we do, starting with operations,” said Barry Nelson, Vice President of Operations at Pancheros. “We've intentionally designed a menu and operation system for our restaurants that is simple, which has proven to be beneficial to our franchisees and their staff members for easy execution.”
The power of simplicity also means big business to the bottom line with food costs and efficient operations, allowing franchise owners to focus on creating a great experience for customers looking for a go-to spot for a quick burrito fix.
The customer experience
While simplicity guides the behind-the-scenes day-to-day operations of each and every location, it’s also part of the customer experience at Pancheros. When it comes to knowing the brand’s very loyal customer base and catering to their wants in a fast-casual dining experience, Pancheros can certainly read the room.
“Our guests appreciate the simplicity of the format and pricing, and we've designed in-store and digital experiences that don't get in the way of our fans getting their burritos,” added Nelson.
Each Pancheros location is unanimously aligned across the board on the number one priority - ensuring that all Pancheros customers are able to enjoy tasty burritos (as well as other menu items) as quickly and conveniently as possible.
To achieve that, Pancheros has debuted a user-friendly mobile ordering capability within its mobile app, which is better known as Burritos with Benefits. It also has launched delivery services in select markets, which will be rolled out on a national scale in 2019.
Simplicity extends to the menu in the most delicious, customized way. Pancheros features burritos better built, bowls, salads, tacos, and quesadillas. What goes into each item is up to the guest using the finest ingredients of marinated and grilled meats, guacamole, whole pinto or black beans, rice, cheese, pico de gallo, and more. And of course, queso.
However, one ingredient simply sets Pancheros apart from its competitors – the fresh-pressed tortillas.
“Customers know the burrito format, but once they try the fresh-press tortilla, it really changes how they think about burritos,” notes Nelson. “And, when our teams can worry less about complex menu or set combinations and focus on the guests, it creates an opportunity to connect.”
The simplicity of the ordering format, menu options, in-store design, pricing, and mobile app don't get in the way of customers enjoying their burritos. For franchise owners, it provides a clear-cut framework of a restaurant business with built-in brand power that’s easy to own and operate.
The result is a value proposition that can’t be beat.
Pancheros practices what it preaches with every move and always with an eye on innovation. Nelson credits both the brand’s franchise partners and loyal following for inspiration.
“We're always evolving and looking for ways to innovate,” adds Nelson. “Our franchisees are a great source of operational innovations that we implement. We're also looking at what our guests and fans really want from us, whether it's testing delivery or new menu items that are simple to execute and that complement our existing menu. But the common thread is always simplicity.”
Simply put, are you ready to join our brand on the road to growth? Learn more at franchise.pancheros.com.
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