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Pincho Builds Brand With Love From Millennials


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Fast-casual Latin American restaurant concept Pincho aligns its image-forward digital presence with millennials.

Founded by a millennial trio, Pincho is now using its appeal to this consumer group to grow its franchise of Latin American street food restaurants.

“Our vision is to celebrate Latin American inspired cuisine and the bold flavors that it requires,” says CEO Jayson Tipp of the Miami-based concept that got its start in 2010 and is up to 12 Florida locations. Tipp is among the 70-plus brand presenters at the Franchise Times Finance & Growth Conference continuing through Wednesday at the Rio Hotel in Las Vegas.

Calling it a millennial-oriented brand that uses viral marketing videos and Instagram to help cultivate a “cult-like following” around its offering of meat skewers, wraps, rice bowls and burgers, Pincho isn’t only a restaurant brand but also a digital brand, notes Tipp. Its polished, colorful, image-forward digital presence is much larger than expected given its size, says Tipp, and that’s used to highlight Pincho’s use of fresh chicken and steak for its skewers, the housemade sauces and even its own beer brand, 627.

“Millennials love us a lot,” Tipp continues, pointing out the customer base for the fast-casual concept is almost evenly split between men and women. “And they’re willing to spend more for those authentic experiences that are differentiated.”

The numbers illustrate that love. Pincho’s average unit volume is $1.3 million, with an all-in new unit cost of about $500,000 for a 2,400-square-foot restaurant. The brand aims to grow via multi-unit franchise owners who not only have previous chain restaurant experience but also a desire to be part of a growth concept and, as Tipp says, “something that’s edgy.”

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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Tom KaiserTom Kaiser is senior editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
 
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
 
Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
 
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at
 twitter.com/mlarson1011.
 

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