18X MORE ENGAGED USERS
100X MORE FANS
> New Brand Direction
> Interim Marketing VP
> Exhibit Prep Kitchen
> Culinary Innovation
> Social Media Execution
Guest traffic trends had been declining for several years at the iconic fresh-mex brand whose parent company (Real Mex Restaurants) was about to file Chapter 11. The new CEO needed to raise guest counts on a limited and highly structured budget. The RTS assessment began in early 2011. Our recommendation was to launch a sales-and traffic building strategy that centered on branding, marketing, design and merchandising, and culinary innovation.
An RTS team member served as interim vice president of marketing, working with operations to re-position the brand back to its fresh, high-quality roots and fun guest experience. We turned an unused area of the units into an exhibition prep kitchen and drove culinary innovation with a new menu and creative merchandising. Our marketing efforts also helped boost social media engagement; we won a social media award for our client with an effective promotional engagement campaign that increased traffic counts.
A partially executed pilot-test led the Chevys systems in a double-digit sales and positive comparative system wide sales shortly after Real Mex Restaurants emerged from Chapter 11.
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