As much as college students like a boozy margarita and cheap tacos, staking an entire business on broke 20-something-year-olds might not be the smartest if trying to make money.
Established in 2003 in Fort Worth, Texas, one fast-casual Mexican restaurant chain has become many college towns’ favorite hangout spot, thanks to its laid-back environment and delicious tacos and margaritas.
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Although beloved, the chain closed several locations across multiple states in the past few years, which led it to end the first quarter of fiscal 2025 with 115 restaurants, 13 fewer than the year prior.
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All the closures might be due to the decline in total restaurant sales, down 13% compared to last year, primarily due to decreased traffic and average check.
However, this time, instead of closing existing locations, the Mexican chain is opening a new one with a twist.
Fuzzy’s opens a new location with a wild concept.
Image source: Getty Images
Fuzzy’s opens an experimental new location
Dine Brands Global’s (DIN) Fuzzy’s is opening a new restaurant in Sugarland, a Houston suburb. The shop is located at 1912 Wescott Ave. and will begin serving customers on June 16.
However, this newest restaurant is unlike the rest of its traditional locations. It’s introducing a new concept with full-service hospitality, digital innovations, and a revamped menu.
At this new Fuzzy’s, guests order at the counter and collect their food at a pickup window, but it will also still offer tableside service. This shift in its original concept aims to make operations more efficient so orders can be made and delivered to customers faster.
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“We’re excited to pilot this new model that puts hospitality front and center while simplifying the overall experience for our guests,” said Fuzzy’s President Patrick Kirk in a press release. “Sugar Land is helping us find that sweet spot between fast casual and full-service, with a streamlined menu, bold new taco creations, and a margarita lineup that puts our bar front and center.”
This new restaurant concept is currently being piloted to obtain customers’ feedback. If successful, it will be implemented in more new locations.
This expansion looks promising, because Fuzzy’s has sealed a deal with the franchisee company NGE Group, which owns the Sugarland location, to open three more restaurants by the end of 2025.
Fuzzy’s unveils a new menu
A new restaurant concept also means a new menu with exclusive offerings for Fuzzy’s, another aspect of what makes its Sugarland location so attractive.
The menu additions include an entire line of new tacos, featuring Texas Brisket Taco, Cali-Style Steak Taco, Sonora Relleno for vegetarians, and the Ultimate Nachos.
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Because consumers appreciate value offerings amid a slowdown in consumer spending, Fuzzy’s now allows guests to combine any tacos so they can try more options for a cheaper price.
The Mexican chain also focuses on trends by launching new beverages on its menu. The new drinks include cocktails like the Paloma ‘Rita, dunked with a bottle of grapefruit Jarritos, the Watermelon ‘Rita, and frozen creations like the Fuzz Driver and Double Rum Daiquiri.
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