Chi-Chi's: Reimagining a Legacy Brand for the Modern Consumer

 

Chi-Chi’s, once a celebrated pioneer in Tex-Mex cuisine within the United States, retains an enduring allure despite the closure of its U.S. restaurants in 2004. Today, the brand survives through a robust retail presence, primarily focused on salsa, tortillas, and related products. With consumers increasingly craving bold flavors and convenient meal solutions, Chi-Chi’s stands at a unique crossroads: leveraging its nostalgia-driven brand equity while evolving to address modern consumer expectations through menu innovation, elevated branding, and updated store aesthetics according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

This transformation hinges on the balance between nostalgia, innovation, and operational adaptability, positioning Chi-Chi’s for a bright and relevant future.

 

A Legacy Reinvented: The Role of Nostalgia in Branding

Chi-Chi’s history is a powerful asset in engaging with consumers who hold fond memories of the brand. Research from Nielsen reports that 67% of consumers are more likely to connect with brands that evoke a sense of nostalgia. Several legacy brands have successfully harnessed this emotional power, providing Chi-Chi’s with a proven pathway.

Reinforcing Familiarity:

·         Revitalize iconic branding elements, such as the original logo, packaging designs, and famed restaurant recipes. These provide visual cues that tie Chi-Chi’s legacy to its present-day offerings.

·         Develop a campaign celebrating Chi-Chi’s historical role in popularizing Tex-Mex cuisine, positioning the brand as a trailblazer in culinary inclusivity.

Appealing to Memories and Traditions:

·         Amplify themes of celebration and community in marketing—emphasizing Chi-Chi’s as “Where Every Night is a Fiesta.” Align this with family-oriented meal kits and snack bundles to drive authenticity and relatability.

·         Draw inspiration from Coca-Cola’s retro branding playbooks, crafting seasonal promotional products with vintage packaging.

Opportunity to Build 

Share of Stomach 

Innovating for Modern Consumers: Beyond Tex-Mex Staples

The foodservice and retail industries are shifting rapidly, driven by consumer demand for authenticity, convenience, and health-forward dining options. Chi-Chi’s can appeal to evolving tastes while expanding its brand footprint in untapped channels.

Expanding Offerings:

·         Introduce innovative Ready-2-Eat and Heat-n-Eat meal kits for grocery stores, featuring core products like tortillas, enchilada fillings, and guacamole kits.

·         Infuse menus with authentic Mexican-inspired options, focusing on regional specialties such as cochinita pibil tacos or pozole, appealing to adventurous eaters seeking global flavors.

·         Develop seasonal recipes that inspire consumers to incorporate Chi-Chi’s products into holiday and celebration menus, supported by robust digital content showcasing meal ideas.

Enhanced Technology Integration:

·         Use QR codes on retail packaging to link consumers to recipes, cooking tips, and even loyalty rewards—turning every product purchase into a direct brand connection.

·         Explore voice-enabled ordering options compatible with smart home devices for quick grocery replenishment, blending technology and convenience.

Engaging Younger Demographics: Staying Relevant Across Generations

Chi-Chi’s must connect with Millennials and Gen Z consumers who prioritize experiences, sustainability, and technology integration in their brand choices. According to Pew Research, these younger consumers are particularly drawn to brands with relatable, contemporary messages.

Interactive Marketing Strategies:

·         Deploy TikTok and Instagram campaigns celebrating user-generated content around Tex-Mex culinary hacks, such as “5-minute Fiesta Bowls” using Chi-Chi’s tortillas.

·         Create a limited-edition product series designed by influential foodie creators, underscoring collaborations that speak to this demographic.

Sustainability as Strategy:

·         Commit to eco-friendly packaging, such as biodegradable tortilla wraps or glass salsa jars, reinforcing environmental stewardship.

·         Highlight transparent ingredient sourcing, emphasizing local and fair trade producers where possible.

Modernizing Store Experiences: Hybrid Retail Solutions

To expand its market reach, Chi-Chi’s could develop hybrid retail models that blur the line between restaurants and retail. The proliferation of ghost kitchens and kiosk-based dining solutions exemplifies growing consumer acceptance of non-traditional dining formats.

Cloud and Pop-Up Kitchens:

·         Operate delivery-only ghost kitchens featuring Chi-Chi’s branded menu items like tacos, burrito bowls, and quesadillas to penetrate urban centers cost-effectively.

·         Partner with national chains like Walmart for in-store branded pop-up counters showcasing Tex-Mex offerings, leveraging foot traffic.

Scalable Automation Solutions:

·         Integrate self-service kiosks in major retail outlets allowing consumers to build custom Tex-Mex meals on-the-go.

·         Employ AI-powered inventory tools in food manufacturing to optimize cost management and ensure consistent ingredient supply.

Operational Upside: The Future Is Bright

Consumer Migration Trends: Recent reports from McKinsey highlight that demand for “elevated casual” dining is increasing by 9% annually as consumers look for value-driven experiences. Chi-Chi’s is uniquely poised to deliver high-flavor, affordable Tex-Mex experiences through bundled solutions that feel premium yet accessible.

Data-Driven Branding: Harness data analytics to identify key retail markets where demand for Tex-Mex products is highest, allowing for targeted activations and loyalty incentives.

Innovation and Growth: Expand R&D teams to consistently identify and anticipate dining trends, from plant-based options to spicier flavor profiles, ensuring relevance.

Chi-Chi’s already has a foothold in consumer consciousness through its grocery products. By melding nostalgia with forward-looking strategies that blend authenticity, technology, and cultural relevance, the brand is positioned not just to survive but thrive. With focused innovation and sharp execution, Chi-Chi’s can confidently chart a course as a cultural and culinary beacon for future generations.

Are you ready for some fresh ideations? Do your food marketing ideas look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation, and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

Inclusive Melting Pot Menus Drive Trial and Adoption

 

Change is the price of survival within the foodservice sector today. Regular readers of this blog know that customization and personalization are both hallmarks of the fast-growing grocerant niche filled with Ready-2-Eat and Heat-N-Eat fresh prepared food.

According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® hand-held-food for immediate consumption drive 74.8% of all meal occasions in the U.S.; all food retailers would be wise to add more Hispanic menu items that are hand-held to their menus.

While Mexican foods like burritos and tacos have long been popular menu items at fast casual restaurants, fast food restaurants, and C-stores now many c-stores are expanding further with other Hispanic or Latinx foods, like empanadas, tamales and more. Why? Simple, fresh full-flavored ingredients and mix & match meal customization drive customer trail then adoption according to Johnson.

 

Loot at Gate Petroleum’s GATE Fresh Kitchen stores that serve a variety of items made fresh every day, including empanadas, tamales and burritos, which Sara Wilson, GATE’s food service supervisor, said are popular among customers at its stores across Florida, Georgia, North Carolina and South Carolina. 

Hand-held food are not confined to any daypart in the mind’s eye of consumers. At Gate the offers include breakfast styles, too, like breakfast burritos, as well as GATE’s sausage, egg, cheese and potato empanada, in addition to chicken and beef options.

Wilson stated, “GATE is continually evolving its foodservice offerings to satisfy our customers’ tastes and provide the on-the-go options they need,”.

Look at, CEFCO Convenience Stores, with more than 200 stores in Texas, Alabama, Mississippi, Louisiana, Arkansas and Florida, offers a variety of tacos and burritos, all of which are made to order using fresh ingredients.

CEFCO Director of Foodservice Jeff Foley, stated, “the Steak Fajita Burrito as a customer favorite, featuring marinated steak paired with freshly prepared pico de gallo, lettuce, rice, black beans and shredded cheddar cheese with a side of guacamole. The hand-breaded fresh chicken, offered with a variety of sides and sauces, is another popular offer”

So, CEFCO recently launched new self-ordering kiosks in two of its Texas-based CEFCO Kitchen locations. Both stores feature CEFCO Kitchen’s new menu lines, including made-to-order mac and cheese bowls, sandwiches, grilled cheese and new breakfast offerings to complement the current lineup of burritos, tacos, fried chicken and more.

Foley, continues, “We expect self-ordering kiosks to positively impact the customer experience at CEFCO by offering our customers’ favorite foods they’ve grown to love in a customizable format”.

Interactive and participatory menus include at Gate the extras like sauces and toppings, too, enable customers to make an order their own. Combine that with technology and customer relevance once again is elevated. CEFCO recently launched new self-ordering kiosks in two of its Texas-based CEFCO Kitchen locations.

Foley went on to say, “We offer over 20 toppings and sauces for our burritos and tacos,” … “Some of our favorites are the Spicy Guacamole Salsa, Jalapeño Corn Salsa, Chipotle Ranch, Mild to Hot Buffalo sauces, Cholula, sour cream, guacamole and many more.”

Mix and match meal component  play an important role at GATE, as popular condiments for customers to pair with the chain’s Hispanic food offerings and more include jalapeños, pico de gallo, salsa and onion, said Wilson. “GATE also offers a variety of sauces, queso, jalapeño cheese and chili.”

Now even Datassential is edifying our Grocerant Guru® insights, “Consumers love customization,” confirmed Datassential Trendologist Mike Kostyo. “In fact, customization is a real area of opportunity for c-stores.”

Get this, when Datassential asked consumers about various trends they were interested in when visiting their local c-store, customizable options rose toward the top, with over half of consumers (51%) noting they were interested in customizable burritos and tacos. Yet, according to Datassential, only 14% of c-stores offer these items. That my friends is a big opportunity insight clue from Datassential.

“Overall, 66% of c-store consumers say customization motivates them to visit a c-store over a competing foodservice location,” said Kostyo. “In many ways, customization gives consumers that freshness cue they are looking for in c-store because they know it has to be at least partially made from scratch, often right in front of them.”

Ultimately, Foley said, he sees personalization as “the future of the c-store industry.”

“Customers are hyper-aware of what they are eating now more than ever,” he said, “and this gives each customer the ability to choose exactly what goes on his or her food. Some customers like loading their burritos with veggies, while others prefer additional meat. Giving customers the ability to choose is what makes this program great and will continue shaping the future of CEFCO foodservice.”

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.

Grocerant niche Mix & Match Meal Components are America’s Melting Pot

 

Conversation and food, meals, snacking, and beverages has become the one universal commonality that really has the power to bring everyone together. No matter what country, culture, or climate, eating inside or eating outside around the world, people get together to eat. Then we talk about wither what we ate or what we cooked and how according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solution®.

Today the U.S. multicultural population is projected to grow by 98 million people in the coming decades, multicultural shoppers will continue to have significant influence in determining what’s for dinner; according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

I was looking back at some research titled Multicultural The Why? The Behind The Buy™ that provided insight into the preferences of U.S. Hispanic, African American and Asian American shoppers that will continue to drive change.  Here is some of what they found:

·         More multicultural shoppers enjoy grocery shopping. Seventy-two percent of African American shoppers, 65 percent of U.S. Hispanic shoppers and 61 percent of Asian American shoppers reported this versus 56 percent of White/Caucasian (Non-Hispanic) shoppers.

·         Shopping with other people is more common among multicultural groups. Seventy-two percent of Asian American shoppers, 67 percent of U.S. Hispanic shoppers and 63 percent of African American shoppers reported shopping with others during their routine, regular grocery trips versus 55 percent of White/Caucasian (Non-Hispanic) shoppers.

·         Multicultural shoppers purchase groceries across more channels than total U.S. shoppers. Twenty-three percent of U.S. Hispanic shoppers reported shopping in a Hispanic/Ethnic grocery store in the past six months versus three percent of total U.S. shoppers.

Multicultural Shoppers Are Engaged with Brands

·         Forty-nine percent of U.S. Hispanic shoppers and 46 percent of Asian American shoppers agreed that they buy grocery brands that are authentic to their ethnic heritage.

·         Sixty-five percent of African American shoppers and 59 percent of U.S. Hispanic shoppers agreed that they are passionate about their favorite grocery brands.

·         Compared to total U.S. shoppers, more multicultural shoppers agreed that they buy brands that are socially responsible.

Convenient Meal Solutions Are Important

·         More multicultural shoppers brought grocery prepared foods home in the past thirty days. Seventy-six percent of U.S. Hispanic shoppers reported doing this in the past month versus 59 percent of White/Caucasian (Non-Hispanic) shoppers.

·         Seventy-six percent of Asian American shoppers reported ordering from a restaurant for pick-up/carry-out in the past 30 days versus 53 percent of White/Caucasian (Non-Hispanic) shoppers.

Multicultural Shoppers Comfortable with Grocery Digital

·         Forty-four percent of U.S. Hispanic shoppers reported reading a digital grocery flyer versus 35 percent of total U.S. shoppers.

·         Thirty-eight percent of African American shoppers reported using a search engine to find recipes online versus 28 percent of total U.S. shoppers.

·         Thirty-seven percent of Asian American shoppers reported using a shopping list on their mobile device versus 26 percent of total U.S. shoppers.

Do your food marketing ideations reflect the inclusion of today’s population? Or do you marketing ideation look more like yesterday than tomorrow? Interested in learning how www.FoodserviceSolutions.us can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information.

Vallarta Supermarkets' in-house Mexican kitchen Meals are cooked fresh daily.

 

Success does leave clues and at Vallarta Supermarkets grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food is cooked on site, with fresh foods, and authentic full-flavor that taste homemade.  Foodservice Solutions® Grocerant Guru® based in Tacoma, WA Steven Johnson stated “in-house /on-site kitchens drive freshness, and consumer adoption.”

So, Vallarta Supermarkets, is one of the largest Latino-owned supermarket chains in California, is now offering home delivery of its La Cocina menu of prepared food through a new partnership with Postmates food delivery service.  This partnership that will rival the service from a chain restaurant according to Johnson will create new electricity for both La Cocina Kitchen and Vallarta.

Vallarta Supermarket is known locally as the “Home of the Original Carne Asada”.  They have been testing Postmates delivery service in select regions since June and will now offer it in 32 of its 52 stores, with service to more stores coming by the end of 2020. How are you developing new electricity for your brand?

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as fresh foods, online ordering, delivery, plant based foods, sampling, toy’s, cereal, developing brands,  grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different.  Does your retail path forward look more like yesterday than tomorrow? Why?

Mark Montelongo, vice president, meat, seafood and La Cocina stated, “The wait is over, now you can get Vallarta’s homemade, authentic dishes from La Cocina delivered straight to your home,” … “Food delivery is something that our customers have been asking for, especially during the COVID-19 pandemic.  Postmates is making it convenient and safe for you to have our delicious tacos, burritos and other menu options at your door. We’ve worked hard with our operations teams to ensure customers get the high-quality La Cocina items they’ve come to expect." 

On average, Postmates will deliver to a customer’s door within 45 minutes, the retailer said. For customers who prefer to pick up their orders, they can place the order via the Postmates app and pick it up in-store at the Postmates pickup window at La Cocina.  

La Cocina Authentic Mexican Taqueria and Kitchen is Vallarta's in-house Mexican kitchen where traditional foods are prepared, cooked fresh daily and ready for purchase. The La Cocina menu will consist of popular items including carne asada burritos, birria de res, taquiza packs, tamales, caldos (soups), horchata, pupusas, fresh guacamole, premium tortilla chips, tres leches cake, champurrado, fresh-squeezed juices and more.

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

At Moe's Smaller, Faster, Fresher

Restaurant customer service relevance today requires that brands get fresher and faster according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Fast casual restaurants need to evolve in the fresher, faster space as well and Moe’s Southwest Grill is doing it in-part by getting smaller. The self-order kiosk will accept cash, Apply Pay, and, in the case of Pittsburgh college students, university CC.

Moe’s Southwest Grill is set to become the first brand in the Mexican fast casual space to open a smaller-footprint, all-digital, kiosk-only location. Each store will come equipped with four self-order kiosks and will feature Moe’s new brand design. Johnson believes that this is a good move and will drive customer relevance top line sales and bottom line profits.

Get this, according to a recent study cited by Moe’s, 32 percent of millennials are pre-ordering meals with their mobile devices, which fits these two developing locations as they will be situated near both University of Pittsburgh and University of Virginia campuses.

Not only will the new units footprint be smaller, the self-order kiosk will accept cash, Apply Pay, and, in the case of Pittsburgh college students, university CC adding relevance and increasing speed of service.

Just in case our ‘grocerant guru’ (well past college age) were to happen inside one of the new units there will be one point-of-sale register will be available at the new location.  How are you reducing cost, adding relevance and driving top line sales and bottom line profits?

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant