Throughout 2014, one question was foremost on the minds of Houston burrito lovers: What would be Mission Burritos new name? This week, the company revealed what people will be saying when they want to go to one of the four Houston-area locations.
Welcome Überrito.
"We were looking for a name that would show a lot of energy, a lot of fun," vice president of marketing for parent company Mexican Restaurants Inc Larry Harrison tells CultureMap. Uber also emphasizes the restaurant's large selection of toppings and salsas. "We have more choices than any other burrito chain," Harrison adds.
Quick-witted diners can save the jokes about "Lyft-burrito" and surge pricing. Harrison says he doesn't think the name has any connection to controversial ride sharing app Uber. "The name doesn't have anything to do with transportation," he says.
"We're looking to grow as any company would, (but) nothing definite yet. Any expansion will be in the Houston area first."
Of course, Überrito is more than a name; it's a also a menu item. In this case, a four-pound mega burrito made with two, 14-inch tortillas developed by executive chef Angel Cervantes.
Having lost a court case that the "Mission" named infringed on Gruma Corp.'s trademark of "Mission" for its line of Mexican foods, the company had been in a holding pattern until it decided on a new name. Now that it's been done, Überrito will look to remodel its existing locations and expand.
"We're looking to grow as any company would, (but) nothing definite yet. Any expansion will be in the Houston area first," Harrison says.
The name may be new, but the rest of the menu remains intact with salads, tortilla soup and the signature "10 tasty tacos." Harrison says those offerings help distinguish the concept from national chain Chipotle.
"You don't focus on them," Harrison adds. "We just happen to be in the same segment."
Uberrito still serves Mission Burritos dishes like the shrimp bowl...
