Mission Burrito Has a New Name: Überrito


Houston (Dec. 18, 2014) – Mission Burrito is now Überrito. Mexican Restaurants, Inc. announced the official launch of the rebranded restaurant concept as part of a three phase process. The first phase is just a name change, designed to highlight our continued offering of the same great menu items we are known for. The second stage will launch in the spring of 2015 with 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 was selected to reflect and exemplify our food offerings and rebranding process. “The name literally translates to “above” and “beyond”, or ultra-burrito which matches our offerings and ingredient selections as compared to our competition”, stated Larry Harrison, VP of Marketing and Brand Development for MRI. “We wanted to highlight our “Über” selections as we prepare to expand the concept beyond Houston.”

Überrito will continue to offer the food that made Mission Burrito a Houston favorite and give customers almost unlimited combinations with five delicious meats, 16 mouth-watering fillings, five house made salsas and four types of fresh, warm tortillas; as well as its “Ten Tasty Tacos”, house made tortilla soup and signature salads. Diners will easily see and taste why more choices equal more flavor at Überrito.

To celebrate the new moniker the restaurant is introducing its bold new signature menu items, “The Überrito”. Weighing in at almost four pounds, The Überrito is the creation of Company Executive Chef Angel Cervantes. The Überrito is made with two 14 inch tortillas and can be filled with a wide variety of offerings, or customers can simply build their own creation using an “Über” selection of fresh ingredients.

Currently, Überrito has four Houston locations: The original location, opened in 1996, on West Alabama near Kirby. Other restaurants are located on Durham south of I-10, and in Katy and Atascocita.

About Mexican Restaurants, Inc.: Mexican Restaurants, Inc. (MRI) owns 46 full service and fast-casual Mexican-themed restaurants located primarily in Texas, Louisiana and Oklahoma. In addition to its fast casual concept, Überrito™, MRI operates under Casa Ole’®, Crazy Jose’s®, Monterey’s Little Mexico® and Tortuga Mexican Kitchen®.

Comments are closed.