Evanston – Dos Bros Fresh Mexican Grill, a new fast-casual Tex-Mex restaurant, has opened in Evanston, aiming to compete with established chains like Chipotle. The franchisee, Pradhyum Patel, a graduate student from DePaul University, has plans to expand the brand throughout the Chicagoland area.
Founded in 2015 by friends Kush Shah and Milan Patel in Cleveland, Tennessee, Dos Bros has grown to 25 locations across the Midwest and South, with two additional locations in India. Despite its promising location near Northwestern University, business has been slow since the restaurant opened in May.
Patel expressed his challenges in attracting customers. “Even though it’s a good location, it’s hard to get the word out that we’re open,” he said. He has tried various marketing strategies, including promotions and flyers, but many customers still say they were unaware of the restaurant’s opening.
To entice customers, Dos Bros offers a 10% discount for Northwestern students and emphasizes its focus on fresh ingredients and generous portions. Patel claims that Dos Bros provides a fresher and higher quality experience compared to Chipotle.
Brian Wilson, a children’s librarian and regular customer at Dos Bros, appreciates the restaurant’s approach. “It doesn’t feel as heavy or greasy,” he noted. “I haven’t been to Chipotle in a while, but it feels like there’s more merit to the ingredients at Dos Bros.”
Laura Brown, director of marketing for Downtown Evanston, highlighted the importance of attracting new restaurants to the area as part of the city’s post-pandemic revitalization efforts. She believes that Dos Bros helps fill vacancies and supports a vibrant business district.
Although Brown has yet to visit Dos Bros herself, she has heard positive feedback from friends and plans to try it soon.
In response to rising office vacancy rates in Evanston and beyond, the city has launched an online campaign called “Enjoy Evanston” to promote local businesses and events. The campaign features Dos Bros on its website, showcasing its fresh ingredients and catering options.
Looking ahead, Pradhyum Patel hopes to open five more locations within five years after completing his master’s degree in computer science. He envisions Dos Bros as a go-to spot for quick lunches or family dinners. “I believe that this is a good opportunity,” he said. “From the way our food is cooked to how it is served, everything is really great compared to our competitors.”
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