Why Do Customers Love Our Menu?
Fast-growing Mexican Fast Casual franchise makes a bold claim: the food is the best in the entire industry
When a customer walks into a Pancheros Mexican Grill restaurant, they know they’re in something really special. For starters, the look and feel of the restaurants are simultaneously hip and inviting, with large windows that bring in the natural sunlight from our corner locations and an industrial-chic aesthetic that is eye-popping and warm. The closer you get to the counter to place your order, the more you realize that Pancheros food is on another level entirely from the rest of the Mexican Fast Casual industry.
The steak and chicken are sizzling on the grill – and dough balls are going into a press and emerging as perfect tortillas. Customers who order a burrito watch as we use “Bob the tool” to mix all of the ingredients together before we roll it up to deliver a perfect, balanced bite every time. Unlike other Mexican concepts who overload their menus with items, Pancheros keeps it simple – our menu only features five items to choose from: Burritos, Bowls, Tacos, Salads and Quesadillas. Plus our fan-favorite, Queso, made from scratch each day, in each restaurant.
When the customer gets their food, that is when the magic happens. They may not know that we make everything they’re eating, however, they can certainly taste the difference. Everything is made in-house, fresh-for-them on a daily basis, whether it’s our tortillas, our queso, our salsa or our guacamole. In fact, Pancheros’ food is so fresh that our restaurants do not have a freezer, unlike other Mexican franchises, which brings their food in frozen, pre-cooked or pre-made.
“Our food is the best in the industry – hands down,” says Rodney Anderson, President and founder of Pancheros. “We make everything that we serve to our customers in-house, and that is something that not only makes our brand more enjoyable to our customers, but it also differentiates us from other brands in this segment. We take pride in the care and quality that goes into our food, and when you combine that with exceptional customer service, that really is a win-win.”
Pancheros has a strong, devoted following that is growing all the time
Over the course of 25+ years in business and with 70 restaurants open in 12 states, Pancheros has won an enormous cult-like following. Buzzfeed described Pancheros as “one of the food chains people from the Midwest rant and rave about.” Our fan base is growing and our loyalty program currently has 450,000+ members and that number will continue to grow as we expand across the nation (1).
The reason why Pancheros is able to build a strong customer base in the markets we serve is the result of the strong marketing support that emphasizes community engagement.
“We’ve worked tremendously hard to develop a strong marketing platform that supports franchisees on both the local level and the national level,” says Ryan Murrin, Chief Marketing Officer with Pancheros. “We provide our franchisees with an integrated brand campaign that helps them drive business during key seasonality. We provide always-on social support through our marketing team, which engages our fans and guests. Our loyalty program has grown by more than 90% or almost half a million members over the last two years. This allows our franchisees to understand and target our high-value customers and talk to them differently than our guests who haven’t been in a while.
“But one of the biggest things we do is empower our franchisees to really take a meaningful role in their communities. We provide them with a fundraiser tool called “Queso for a Cause”, which allows our franchisees to support a cause of their choosing in their markets. We also give them Burrito Boxes, which allows our franchisees to go into different businesses or events, to share our food with people in their community. This strategy is very effective – once you try our food, you’re hooked.”
- (1) Buzzfeed, “17 Food Chains People From the Midwest Rant and Rave About,” paragraph 11, https://www.buzzfeed.com/pedrofequiere/food-chains-in-the-midwest