Mucho Burrito

Mucho Burrito

March 31, 2010 09:59 ET

Mucho Burrito Broadens Its Borders

Canadian Franchise Bringing 'Spice' to the United States, Offers Fresh Perspective on Mexican Dining

MISSISSAUGA, ONTARIO--(Marketwire - March 31, 2010) - Three years ago, Mucho Burrito began its conquest of the virtually untapped Canadian market by providing consumers with an unmatched Mexican flavor experience. Today, the Canadian-based franchise is planning its foray into the United States and looking to feed consumer appetites with its fresh gourmet spin on Mexican food.

Mucho Burrito is slated to open its first two U.S. locations later this year in Seattle and plans to have a total of 100 franchises throughout the United States in the next five years. Aside from Washington, Mucho Burrito is targeting Arizona, California, Florida, Illinois and New York, among others, for expansion.

"The idea of expanding into the United States has been our plan from early on, as Mexican food has always been extremely popular here," said Alex Rechichi, Co-Founder and CEO of Extreme Brandz, franchisor of Mucho Burrito, noting that Mexican food makes up a 62 percent slice of the ethnic cuisine market in the United States. "We look forward to bringing our upscale offering to local consumers and positioning ourselves as the premier concept in the Mexican category."

Described as "Mucho food with Mucho quality," Mucho Burrito provides customers with an unmatched flavour experience by offering fresh and authentic Mexican food in a contemporary and casual setting. Featuring a "no rules" menu enhanced by the scent of spices and seasonings, roasted vegetables and charbroiled and braised meats, each meal is made to order in front of customers with authentic recipes and fresh ingredients made daily. Customers can choose from a variety of menu selections including hand-rolled burritos, tacos and quesadillas, as well as nacho plates, salads and a selection of custom "Johnny Mucho" sauces.

"The menu is concise and straightforward, yet introduces customers to new gourmet Mexican flavours they may not have had before," Rechichi added. "The 'no rules' menu also allows customers to come in and push the boundaries each time."

Rechichi is no stranger to franchise expansion in the United States. In 2005, he set out to position his other quick-serve franchise, Extreme Pita, as the latest challenger to the growing number of sub shops over saturating the franchise industry. Today, Extreme Pita is continuing to offer increasingly busy Americans convenience and value with its large selection of fresh and nutritious pita sandwiches, having grown to nearly 30 restaurants in 13 states.

To augment the company's growth strategy, Mucho Burrito is seeking franchise owners with a strong desire to grow an up-and-coming brand within the food franchise business. Prospective franchise owners should have a keen desire to work with people and an understanding of customer service. With a franchise fee of $20,000, the initial investment to own and operate a Mucho Burrito restaurant is typically $300,000 to $500,000 for a standard 1,800-2,200 square-foot location that accommodates 40 to 80 customers.

For franchising opportunities in the United States, contact Sean Black at (888) 729-7492 or

About Mucho Burrito
Mucho Burrito opened its doors June 13, 2006 in Mississauga, Ontario. At the time, Founders Mark and Alex Rechichi and Sean Black, created a name and logo that reflected the signature menu items-large gourmet burritos, best described as "Mucho food with Mucho quality." Their mission from the inception - to provide customers with an unmatched Mexican flavor experience by offering the freshest and best quality burritos ever tasted, made right in front of your eyes. Today, Mucho Burrito has grown to 26 restaurants throughout Canada. For more information, visit

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