Over the next few months, you’ll see us replace the Pincho Factory sign on all of our restaurant storefronts as part of our Dropping The Factory Tour – a series of daylong celebrations at each location, officially capping off our rebrand to PINCHO.
The pandemic put a slight pause on our rebrand, but it’s finally happening, so it’s time to celebrate. Here’s why we changed our name.
PINCHO is an evolution of who we are, but it’s also who we’ve always been. As we begin expanding nationwide, we’re excited to show the rest of the country what Miami is all about, and we felt the name PINCHO represents that best.
We’ve learned the name Pincho Factory doesn’t mean to others what it meant to us here at home in South Florida. When we’d travel to restaurant conferences around the country, we’d meet industry friends who’d see our Pincho Factory shirts and assume we worked in an actual factory. Their first question: What do you produce?
What we produce is fresh, high-quality food that’s made-to-order and packed with flavor. Factory products are cookie cutter. Impersonal. Mass-produced. A factory is the last thing we represent.
We knew we needed to rebrand if we wanted to expand beyond South Florida, but we didn’t know what name could possibly replace Pincho Factory. Turns out it was right there in front of us all along: PINCHO.When you’re in the mood for a burger or kebab, you say to your friends, “Hey, do you want to go to PINCHO?” Pincho Factory has always been the formal name you’d use when talking to someone who’s never been here before, much like you’d introduce yourself by first and last name to a stranger.
PINCHO is built on flavor – from the food we serve, to the attitude we serve it up with. We’re inspired by culture – both that of our vibrant home, and the family we’ve built with our team members. We thrive on passion – it’s the energy and vibe we’ve come to be known for that makes us a lifestyle brand as much as a restaurant chain.
PINCHO represents the international melting pot that is Miami. Even though we stick to burgers and kebabs at our core, our menu features flavors from across Latin America, from the Nicaraguan-inspired Fritanga Burger to our Cuban Vaca Frita Bowl to our namesake Brazilian pincho skewers that are a family recipe.
The truth is, the name change is bittersweet. Pincho Factory means so much to not only us but so many people locally. We never want to forget who we are, but we don’t want to let that hold us back from being who we are meant to be.
We feel like the scrappy, born-and-bred Miami brand that’s ready to show the rest of the U.S. what South Florida looks and tastes like. Thanks to a generous investment from Savory Restaurant Fund, we were able to buy back all of our franchises, meaning all PINCHO locations are now fully managed by our team from A to Z – guaranteeing you the quality you expect from PINCHO.
For now, we’ll see you around town as we start Dropping the Factory from each of our South Florida restaurants, beginning with our Bird Road location. Because we want you all to be a part, we’re going to host a day of celebration at each restaurant, complete with hourly specials you don’t want to miss.
Otto Othman
PINCHO CEO and Co-Founder
Follow us on Facebook, Instagram and Twitter for updates on the Dropping the Factory Tour, coming to a PINCHO restaurant near you.
