The first Amigos opened on June 17, 1980 in Lincoln, Nebraska at 5500 O Street.
"Amigos" was trademarked and chosen as the name of this new concept to convey the idea that this was a place for "friends". From day one, the goal has been to serve fresh, quality food in a friendly way, just as you would to good friends.
Roger and Janice Moore developed the Amigos concept and are the majority stockholders of Growth Management Corporation which operates Amigos restaurants. Roger had formerly worked for Selection Research Institute (now Gallup) consulting with restaurant companies in the selection of managers. Janice was an English teacher. Both had a strong desire to own and operate their own business and liked the idea of developing a niche in the Mexican food business.
Many value-added ideas have been implemented by Amigos such as: fast-food ordering with food being delivered to the table, salsa bars where customers can spice their food as they wish, free refill machines, and bonus items on Combo Meals. Amigos was one of the first companies to offer tuition reimbursement bonuses to their employees who agree to work during the busiest shifts.
As the Amigos restaurant chain grew, so did the marketing efforts. Radio ads have been utilized since 1981. In October of 1983, the first 4-color flier was designed and distributed. By 1987, the company was ready for television ads and produced the first four spots using a new slogan and jingle, "The Best is Under Our Hat."
Amigos has won many awards in its history. In 1989, Amigos (with 20 units) was named one of the top growth chains in the country by Restaurants Institutions Magazine. Roger Moore was named 'Restaurateur of the Year' in 1992 by the Nebraska Restaurant Association. Then in 1993, Roger was awarded the "Entrepreneur of the Year' award from the University of Nebraska College of Business Administration, the school from which he graduated.
In 2003, the decision was made to co-brand Amigos restaurants with their own American food concept called "Kings Classic." The concept of two brands in one location had been done in other regions of the country, but was fairly new to the Midwest. The advantage of co-branding is that the varied menu can meet the tastes of everyone in the family or group at one location. Kings Classic brings to the menu Fast 'n Frosty drinks like shakes and smoothies, as well as burgers, french fries, and cheese frenchees. The newest venture has been into the breakfast day part and over half of the chain currently offers breakfast burritos and other menu items for early-morning customers.
The Amigos/Kings Classic chain now includes over 25 restaurants, all in the state of Nebraska. These locations include a variety of formats: drive-thru-only locations and restaurants with both dining room and drive-thru service. The first franchise of Amigos/Kings Classic was granted in June of 2006. Kevin Kershner, who has been with the company for 20 years, became the first franchisee, assuming ownership of six of the Amigos/Kings Classic locations.
Because of their commitment to their customers, employees, and themselves, they work to achieve the following mission principles:
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