Fast casual Rusty Taco is changing its name to R Taco in a move that will prepare the nine-unit concept to expand beyond its current markets, the company announced Tuesday.
In addition to its name, its brand logo is receiving a revamp, utilizing key elements of the prior version to maintain brand legacy, according to Dallas-based R Taco.
Last year, Buffalo Wild Wings bought a majority stake in the street-style tacos company, which R Taco CEO Steve Dunn had said would immediately accelerate the concept’s growth.
“As we grow the business and expand beyond its Dallas roots, we wanted to ensure the concept name had broader appeal while still linking to the brand’s heritage,” Dunn said. “Shortening the name to ‘R Taco’ still provides a link to cofounder Rusty Fenton’s legacy while the phonetic play on ‘R’ sounding like ‘our’ is friendly and welcoming, like the spirit of the brand.”
Russell “Rusty” Fenton, who founded the brand with Dunn, died in 2013 after a battle with kidney cancer.