Making Burrito LOCO Again!

Burrito Loco, an original Tex-Mex fast food brand founded by two Americans in Prague, has been serving Mexican delicacies across 11 branches in the city. Over the years, however, the brand lost some of its "LOCO" charm. And that was the moment we stepped in.

SUMMARY & CHALLENGE

After 12 years in business, Burrito Loco realised they needed to reconnect with their original vision: to be the most "LOCO" Mexican food brand in Czechia. Though they had become a popular late-night fast food option for Praguers, they wanted to transform this image. Their goal was to be seen not just as a convenient choice after a night out but as a vibrant, high-quality Tex-Mex destination offering food made from authentic ingredients.

“Burrito Loco started with FLO in May 2023, and I was sceptical as usual due to my past experiences with social media companies. However, their team quickly impressed us with their professionalism, creative ideas, and solid analytics. Their graphic work is outstanding—they always nail our vision. It's been a pleasure working with FLO.”

Glenn Spicker, Co-founder of Burrito Loco

WHAT WE DID & THE SOLUTION

Reviewing their social media communication, we identified the need for a comprehensive brand workshop. This workshop laid the groundwork for a new visual identity for their digital presence. We collaborated with key stakeholders, including the marketing team and the owners, to redefine the brand's core values and future direction.

From this collaboration, we developed a creative concept bursting with colour, textures, and a realistic portrayal of food. We crafted a unique Tone of Voice, incorporating Spanish words to add flair. We also focused on creating content that showcased the diverse occasions when people could enjoy Burrito Loco beyond just late-night cravings.

“We started cooperating only within social media, but eventually, we started redesigning our menu boards in the branches together, which got a fresh new look. In addition to customer compliments, we have also seen an increase in sales and are now considering further developing the cooperation.”

Jan Matoušek, CMO of Burrito Loco

Bringing Donkey on Board

Did you know "burrito" means "little donkey," and "loco" means "crazy"? We took this crazy little donkey from their name and made him the brand's mascot. This mascot became the face of the brand, engaging with target audiences in relatable, fun situations.

We significantly boosted brand recognition by combining a distinctive photographic style, a playful Tone of Voice, and the donkey mascot that embodies our audience. Since introducing the donkey, our Ad Recall has increased by over a third.

OUTCOMES & RESULTS

Who Let the Donkey Out?

The client embraced our new digital visual identity and recognised the importance of consistent communication across all platforms. Over the past year, we've also extended our involvement to include offline activities. We designed custom stickers for the Mystic Skate Cup festival (still visible at Štvanice) and updated menu boards. We created additional visual materials for their branches, such as posters and limited edition cards. This approach ensured that Burrito Loco’s digital identity was unified with its offline presence, resulting in a cohesive and recognisable brand experience.

“People recognise when you enjoy working on a brand. For Burrito Loco, we can create content we want to consume ourselves. We speak directly to our audience in a language they understand. We avoid tiptoeing around facts or using empty corporate jargon. We highlight that Burrito Loco is about quality ingredients and a fun dining experience. After all, what more do you want from a fast-food brand?”

Heda Jacqueline Matoliaková, Content Consultant at FLO BX