Fresh, Fun, Fabuloso!
Pedro's, a 25-year old Mexican restaurant chain, was looking for a boost. Sales were flat, profits were off, major competition was opening nearby, and major construction was planned right in front of one of the restaurants.
Our Brand-SMART® brand management process and primary research got things cooking. Surveys showed that consumers weren't hearing Pedro's promise of fresh food. So we recommended a fresher color palate for ads and restaurant interiors, along with a new brand positioning: Fresh, Fun, Fabuloso!
Today, sales are up. Better yet, Pedro's business is hopping and profitability is better, too. Fabuloso!
