{"id":4897,"date":"2016-01-14T10:34:13","date_gmt":"2016-01-14T15:34:13","guid":{"rendered":"http:\/\/responseblog.wpengine.com\/?p=4897"},"modified":"2019-04-16T16:12:56","modified_gmt":"2019-04-16T20:12:56","slug":"a-fresh-approach-to-restaurant-rebranding-and-marketing-for-the-uncle-julios-restaurant-chain","status":"publish","type":"post","link":"https:\/\/responseblog.wpengine.com\/2016\/01\/a-fresh-approach-to-restaurant-rebranding-and-marketing-for-the-uncle-julios-restaurant-chain\/","title":{"rendered":"A Fresh Approach to Restaurant Rebranding & Marketing"},"content":{"rendered":"
How Response helped Uncle Julio\u2019s find their look, voice, and place within the crowded restaurant market.<\/h2>\n
Uncle Julio\u2019s, a 21-restaurant chain specializing in made from scratch Mexican food, had a problem. Despite receiving good ratings for food and restaurant quality, sales had begun to plateau. Even worse, they weren\u2019t being given credit by customers for their biggest differentiator. Looking to reverse this trend, Uncle Julio\u2019s tabbed Response to deliver a comprehensive strategy to help boost sales, promote new menu items, and showcase this differentiator.<\/p>\n
Meal Prep \u2013 Cooking Up the Strategy<\/h2>\n
But what exactly was that differentiator? We began our rebranding experience by asking Uncle Julio\u2019s one simple question: for what would you like to be known? Looking to leverage both their heritage of handmade items, and the rising demand for fresh ingredients, Uncle Julio\u2019s wanted to focus on their dedication to made from scratch.<\/p>\n
Analysis showed that customers weren\u2019t giving them credit for making many of their meals from scratch, which instantly informed us on the direction we should take, and the challenges we must overcome. In addition, Uncle Julio\u2019s was adding seven new fajitas to their menu and needed the concept to incorporate this promotion. With our research complete, we set to work developing the many pieces that would become our integrated campaign, including:<\/p>\n
\n
Overall concept development<\/li>\n
Copy<\/li>\n
Design<\/li>\n
7 New Fajitas microsite development<\/li>\n
Social media<\/li>\n
In-store materials<\/li>\n
Billboards<\/li>\n
Banner ads<\/li>\n
Radio<\/li>\n
Movie theater pre-roll<\/li>\n<\/ul>\n
The Dish \u2013 A Concept for Success<\/h2>\n
With a single-minded proposition of positioning Uncle Julio\u2019s as the place for made from scratch Mexican, we developed several campaigns based around this idea. Ultimately, Uncle Julio\u2019s chose our \u201cExperiences, Made from Scratch\u201d concept; a concept that abandoned subtlety to connect a feeling and flavor experience with made from scratch. This instantly addressed the main shortcoming of Uncle Julio\u2019s previous advertising, and positioned them as the restaurant that delivers great food, great times, and a fresh dining experience.<\/p>\n
Looks Tasty \u2013 Designing an Experience<\/h2>\n
The initial design concept for \u201cExperiences, Made from Scratch\u201d featured two elements we felt were very unique: overhead group photographs in lieu of the usual food photography, and a strip of authentic Mexican tile adorning all visual elements.<\/p>\n
To us, the most important aspect of the design was to do justice to Uncle Julio\u2019s commitment to handmade. Handmade represents more than literally sewing fabric, or in this case, chopping vegetables. When something is handmade, it typically has a purpose, represents a personal interest, and displays a regard for quality. The handmade aspect was important to define in this campaign in order for Uncle Julio\u2019s to reposition themselves as a higher standard for authentic Mexican cuisine.<\/p>\n
![\"Restaurant](\"http:\/\/responseblog.wpengine.com\/wp-content\/uploads\/2016\/01\/thumbnail.jpg\")
<\/a><\/p>\n