Sweetchilango to Close, Reopen as Bien Trucha on Nov. 1

UPDATE: Sweetchilango in Wheaton will close for a significant rebranding on November 1, 2023, reemerging as Bien Trucha, the acclaimed Mexican restaurant group’s second location. This transition marks a pivotal shift in the restaurant’s approach just one year after its launch, emphasizing a full-service dining experience.

The announcement comes from Chief Business Officer Julio Cano, who noted that while Sweetchilango has garnered positive reviews and a loyal customer base, the spacious 4,800-square-foot corner restaurant at 133 W. Front St. was underutilized. “The concept has been received great, but we just think the space is underutilized,” Cano explained, highlighting the potential to enhance customer experience.

The flagship Bien Trucha, which opened in Geneva in 2007, is known for its elevated tacos crafted from seasonal, locally sourced ingredients. This rebranding represents the first time the Bien Trucha Group has duplicated a concept, a departure from their previous boutique approach with restaurants like toda madre in Glen Ellyn and Santo Cielo in Naperville.

“Everyone knows Bien Trucha; it’s the one that put the group on the map,” Cano said, emphasizing the new location’s alignment with their renowned brand. The revamped restaurant will feature a similar menu, hand-shaken cocktails with fresh juices, and a full-service dining environment.

The transition is not just about the menu; the interior will reflect the modern urban vibe of the original Bien Trucha while introducing a new awning displaying the Bien Trucha logo. Patrons will also still have access to the Lil’ Donkeys takeout concept, providing ready-to-eat options like burritos and nachos, available through kiosks or a mobile app.

Cano acknowledged the mixed reception of the fast-casual model, stating, “While it was convenient for some, we heard from more people who wanted what we offer at the other restaurants.” This feedback has driven the shift toward a more personal dining experience, crucial for fostering customer loyalty.

As for the future of Sweetchilango, Cano indicated a pause rather than a permanent closure. “Maybe we’ll find a space that would be a perfect fit for Sweetchilango and we’ll bring it back,” he said, hinting at potential expansion plans.

Rodrigo Cano, the group’s Chief Operating Officer, expressed optimism about the new location’s prospects. “We’re excited to bring that level of hospitality that’s been part of our brands,” he said. The new Bien Trucha could pave the way for additional locations in the future, as they aim to replicate their successful model.

With just days until the rebranding, community members and fans of the original restaurant are eager to experience the transition and enjoy the familiar yet elevated offerings of Bien Trucha.

Stay tuned for the grand reopening as Wheaton prepares to welcome this exciting new dining experience!