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Texas Fiesta is a Tex-Mex restaurant based in Chennai serving more Texan than Mexican cuisine. The restaurant owners wanted to establish it as a fun-filled, family restaurant that offers a slice of the good old wild western life.

Challenge

Chennai had very few Tex-Mex food joints which meant that people did not know much about the cuisine and so were also reluctant to try.

Solution

However, Chennai was more than familiar with the Wild West movies. Hence, we set out to build our communication around the theme of Wild West, right from their logo and print advertisements to in-restaurant promotions.

Branding

Branding

  • We sought to recreate the Wild West culture and identified spaces within the restaurant where Wild West stories could be created through art and curios.
  • An artist was commissioned to narrate a quintessential Wild West movie story through paintings on a 30-foot wall.
  • Multiple curios like horse saddles, dart games, guns, and cowboy attire were designed and installed across the restaurant to encourage people to take pictures with them, to bring the theme to life and create a positive brand recall.

Website

Website

  • Designed in line with the theme and the brand philosophy, the website sought to transport the users to the Wild West with a Texan look and feel and customized parallax animations.
  • Users could book a table, book the restaurant for a party, view the menu, keep a look out for food festivals and stay abreast of the latest buzz.

Marketing Collaterals

Marketing Collaterals

  • All collaterals were designed keeping the theme in mind and to create an engaging and interactive experience for all ages. We crafted table mats with games, trivia and an award-winning menu for children which they could play with and take home for a positive brand recall.

Print Ads

Print Ads

  • An integrated promotions campaign encompassing print, outdoor, cross branding, social media and other digital platforms, was undertaken.
    • Print - An award-winning launch campaign was conceptualized to communicate delicious flavours that transported you to a heavenly bliss, making you unaware of the dangers lurking around you through digital paintings of a series of Wild West characters.
    • Cross Branding - These campaigns were followed up with cross branding activities with Toy Story where a special Tex-Mex Kids Menu was designed in line with the characters of the movie.
    • Social Media and Digital Campaigns - Multiple digital events were organized on social media to increase a positive engagement with the brand.
  • One MG collaborated with Texas Fiesta to execute more than 10 campaigns during their brand journey resulting in a 10% increase in month on month walk-ins.