It’s rebranding time at Mission Burrito. The fast-casual restaurant from Mexican Restaurants, Inc. (MRI) is now Überrito. The name change is just the first step in a rebranding that will include the conversion of existing units to a new, more modern décor and theme coupled with the development of additional locations in the Houston market throughout the year. The third phase will include the development of new markets outside Houston.
“The name literally translates to ‘above’ and ‘beyond,’ or ultra-burrito which matches our offerings and ingredient selections as compared to our competition,” said Larry Harrison, vice president of marketing and brand development for MRI. “We wanted to highlight our uber selections as we prepare to expand the concept beyond Houston.”
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