Mi Pueblo Mexican Grill, which has 10 locations across the Charlotte and Triad areas, will be rebranding six of its restaurants this year to Ma’Luz Mexican Grill. The rebrand will usher in a new era for the longstanding business, which first opened in the Triad 35 years ago.
The name is a nod to María de la Luz, the co-founder of Mi Pueblo and mother to current president Diego Ruiz and the director of operations Alex Ruiz. Alex told What Now Charlotte that the rebrand pays homage to her hard work alongside their father in the restaurant business, while also giving the brand an opportunity to grow.
“It’s our chance to spice things up a bit, innovate and be more creative,” Alex said.
The Mi Pueblo team will be rebranding the Charlotte location in University City at 7003 University City Blvd, as well as spots in Clemmons, High Point, King and Winston-Salem.
Mauricio Blanco, director of business intelligence, said they will be taking into account market trends and looking for ways to build their customer base. While they are proud of the Mi Pueblo menu and the success they have experienced with it, they see a refresh as an ideal next step for the evolution of the brand.
“After 35 years in the same brand, we thought it would be a good idea to reembark with a new name to represent that evolution,” Blanco said. “We aren’t deviating from what made us successful — great food, the service we provide and the hospitality you find in our restaurants — but people can expect to see new dishes, new drinks and a more agile menu.”
At Ma’Luz, customers can expect renovated interiors with changes to reflect the new branding. There will also be a new menu with expanded options, as well as plans to change the menu more often than occurred at Mi Pueblo to keep the menu offerings fresh.
“We’re looking forward to offering people a different experience in the sense of variety,” Blanco said. “We want to continue to deliver that excellent experience, and I want to give people an opportunity to see different things inside the restaurants. I strongly believe our product is superior and has lots of love from the community. We’ve been in business for so long — people know us and love what we do — but I also think it’s time to attract other consumers with the fun and creative ideas we have to execute in the months ahead.”
The team will roll out changes gradually, giving their customer base time to adjust. Renovations and design changes within the restaurants will take place over the next six months, with plans for a gradual shift to completing the rebrand by Jan. 1.
“We want to give people time to see that this is a change for the positive,” Blanco said. “We want to give people time to get used to the connection between the two brands. We understand how valuable our family-oriented business is and we want to be mindful of what people know us for.”
