Canada's largest Mexican-inspired quick-service restaurant chain, barBURRITO, has launched a bold new brand platform and summer campaign to fuel the nation's cravings. The initiative, which includes a refreshed identity and a new Daily Crave value program, aims to enhance the brand's appeal as Canada prepares to co-host the 2026 FIFA World Cup.
New Brand Identity and Positioning
The new brand platform introduces an updated logo, a refreshed visual system, and a new positioning called "Built for Craves." This move is designed to emphasize what has long set barBURRITO apart: fresh ingredients, in-house preparation, and food made to order. The updated identity reflects the brand's spirit and service culture in a more contemporary way.
Partnership with Canadian Personalities
To expand its fan base, barBURRITO has partnered with two distinctly Canadian personalities. Alistair Johnston, a defender for the Canadian Men's National Team and Celtic FC, brings a reputation for consistency, preparation, and high-level performance. Alongside him is Lucas Lopez, a Toronto-based creator known for his comedic digital content and a following of over four million online. Lopez introduces "Coach Burrito," an original campaign character who is part motivational coach and part burrito enthusiast, dedicated to helping Canadians satisfy their cravings.
"Proudly Canadian-owned and operated, we're excited to celebrate a summer when soccer will capture the attention of the entire country," said Marina Baric, Vice President of Marketing at barBURRITO. "Alistair and Lucas don't seem like an obvious pair — a Celtic FC defender and a comedian with four million followers — but they play well together, and that's so on-brand for us."
Daily Crave Value Program
Central to the campaign is the Daily Crave program, a rotating lineup of featured menu items available for $9.99 each day of the week throughout the summer. This program is designed to deliver everyday value without compromising on quality. Each day features a different fresh-made favourite, with proteins for every palate finished with proprietary sauces and salsas.
- Monday: Mild Chicken Quesadilla
- Tuesday: Ground Beef Burrito
- Wednesday: Mild Chicken Bowl
- Thursday: Spicy Chicken Burrito
- Friday: Pulled Pork Burrito (select locations: Veggie Ground Burrito)
- Saturday: Crunchy Chicken Bowl
- Sunday: Bang Bang Shrimp Bowl
Campaign Launch and Availability
The campaign launched today and will run nationally across TSN, Sportsnet, CTV, Global, and Crave throughout the summer. Until July 5, guests can also enjoy free delivery through the barBURRITO app and website. "With our new brand platform, refreshed identity, and Daily Crave program, the best part for Canadians is simple: fresh food, every day, at $9.99," added Baric.
This summer marks an important milestone for barBURRITO as it reaffirms its commitment to serving fresh, made-to-order food every day across its growing network of restaurants. Consumers have increasingly come to expect convenience at the expense of freshness, but barBURRITO believes great food should deliver both.
