The food chain that started with the goal of providing authentic, culturally accurate Mexican food is currently considered to offer plain, bad quality and poorly recreated Mexican food.

The goal of this rebrand is to appeal to Mexican immigrants in the US, providing them with food they can connect to on an emotional level. As the new focus audience, they will give the validation the brand needs as authentic Mexican food.

The new brand identity will pay homage to Mexican Abuelas, or Grandmas, strong feminine figures that carry the weight of providing nutritious and delicous food to their families, as well as passing recipes from generation to generation.