MINNEAPOLIS--(BUSINESS WIRE)--Rusty Taco®, the Texas-based fast casual restaurant chain that features street-style tacos and launched in Dallas in 2010, is changing its name to R TacoTM, the company announced today.
“As we grow the business and expand beyond its Dallas roots, we wanted to ensure the concept name had broader appeal while still linking to the brand’s heritage,” said Steve Dunn, co-founder and R Taco CEO. “Shortening the name to ‘R Taco’ still provides a link to co-founder Rusty Fenton’s legacy while the phonetic play on ‘R’ sounding like ‘our’ is friendly and welcoming, like the spirit of the brand.”
The restaurant specializes in street-style tacos made with fresh, hand-prepared ingredients and fast, affordable food served in a friendly and fun atmosphere. Currently, there are nine Rusty Taco restaurants in Dallas, Denver and Minneapolis/St. Paul, plus one food truck, with plans in the works to open additional locations.
The R Taco logo is an evolution of the current Rusty Taco logo, utilizing key aspects (the colors, cosmic cursive font, and the street sign-style inspiration) to maintain the brand legacy. It includes a “wink” to the focus of the brand, featuring a hidden taco created by the highlight located within the center of the prominent R.
Buffalo Wild Wings is a majority owner of Rusty Taco, Inc., as part of its strategy to partner with emerging restaurant concepts that have the potential for significant growth, have appeal throughout the country and have a highly engaged management team with a passion to grow the business. Buffalo Wild Wings also has a minority investment in Los Angeles-based PizzaRev, a growing fast-casual pizza chain delivering an interactive dining experience where guests craft their own pizzas, choosing from a wide variety of premium-quality ingredients, in any amount, for one price.
About R Taco: R Taco is a distinctive fast-casual taco concept featuring street-style tacos, all made fresh from scratch, by hand, and on premise. Warm chips, house-made salsas, craft beers and no-frills margaritas round out the experience. There are nine total locations; three company-owned and six franchised in three markets – Dallas, Denver and Minneapolis/St. Paul. Rusty Taco was founded by Steve Dunn and Rusty Fenton, who together wanted to one day own their own street taco stand. The original Rusty Taco opened in 2010 and is located on Greenville Avenue in Dallas, Texas, a spot Rusty and his family had dreamed about for years. Visit www.RustyTaco.com for more information.