Founded in Chicago in 1996, Xurro is pastry shop with untapped franchise potential. While there are already eleven locations in the Midwest, a major branding overhaul could take Xurro to new heights.

Xurro’s current branding has charm but lacks consistency and simplicity. The menu is also cluttered with too many options. Xurro refers to itself as a churro factory. This becomes Chicago’s Churro Factory in an effort to bring the heritage and symbolism of the city into the brand.