Pancheros Mexican Grill partners with restaurant customer experience leader SMG to drive customer loyalty and growth

Jul 23, 2019 by Paul Arnhold

KANSAS CITY, Mo. – Service Management Group (SMG), a global customer experience management, employee experience and brand research partner to more than 500 brands, has announced a new customer experience management partnership with fast casual Mexican chain Pancheros Mexican Grill.

To better understand the customer experience across channels and touchpoints, Pancheros set out to find a partner that could help identify key drivers, track performance over time and provide field teams with real-time, actionable insights.

“When we began evaluating CX partners, SMG’s restaurant industry expertise and professional services stood out,” said Ryan Murrin, Pancheros Vice President of Marketing & Franchise Development. “What makes SMG’s platform unique—and a great fit for our brand—is the scalability of the program and its ability to deliver actionable insights to the field.”

Established in 1992 in Iowa City, Iowa, Pancheros has more than 70 locations across 13 states. Known for its fresh-pressed tortillas, perfectly-mixed burritos and fan-favorite queso, Pancheros has built a loyal following with its fresh, high-quality ingredients.

Pancheros is leveraging SMG’s customer experience management platform to collect real-time, location-level customer feedback. With that feedback data available in the smg360® reporting dashboard and mobile app, Pancheros has a holistic view of customer feedback and is empowering field leaders with real-time, role-based reporting and insights.

In combination with its new customer experience program, Pancheros is leveraging SMG’s industry-leading benchmarks to gain insights about fast casual customers, understand how its brand stacks up to the competition and identify opportunities for growth.

“With our dual focus on technology and services and a successful history in the restaurant industry, we’re well-positioned to help Pancheros establish customer experience best practices and uncover actionable insights about its growing customer base,” said Todd Leach, SMG Chief Customer Officer. “Our organization is focused on helping clients drive business outcomes, and we look forward to helping Pancheros continue its impressive growth.”


About Pancheros

The beginning of Pancheros dates back to 1992 when Rodney Anderson opened the brand’s first restaurant in Iowa City, Iowa. Originally modeled after the Chicago taquerias that Anderson had visited often with his friends during his teenage years, the brand’s pursuit of constructing a better built burrito launched Pancheros into an evolution based on simplicity and fresh-pressed tortillas. Since it’s humble beginnings, Pancheros has earned a loyal following for redefining the standards of modern burritos by using fresh-pressed tortillas and perfectly-mixed ingredients with the help of BOB the Tool, a unique plastic spatula used to carefully mix ingredients together to create the perfect taste in every bite. Amid its popularity, the brand has successfully grown from its roots and today a robust franchising program has led to approximately 70 locations across 13 states.


About Service Management Group

SMG inspires experiences that improve people’s lives. We are a catalyst for change, providing actionable customer, patient, and employee insights that boost loyalty and drive business outcomes. Our unique model puts a dual focus on platform technology and professional services—making it easier to collect, analyze, and share feedback and behavioral data across the enterprise. To learn more about our customer experience management, employee experience, and brand research solutions, visit