ALMA - Fast Casual Mexican Restaurant Go-to-Market Launch

Client Cayenne Creative came to The Hive, a group of Babson Marketing and Advertising students, for help with a ground-up branding initiative and a fast-casual Mexican restaurant launch. The new restaurant is taking over “Little Donkey,” a previously pricey and underperforming restaurant. The team was tasked with creating a new brand name and identity, interior design, and all initiatives that would lead to a successful launch. The new restaurant aims to be fun, serving high-quality, authentic dishes at affordable prices.    

Primarily Gen Z and Millennials seeking an enjoyable dining experience with authentic Mexican cuisine and a modern twist.

AGE: Older Gen Z (24-29) and younger Millenials (30-35). 

Socioeconomic: Young professionals, blue-collar workers, families and single parents with moderate to disposable income.

Psychographics:

• Value authenticity, quality, and affordability.
• Seek vibrant, social dining experiences. 
• Engage actively on social media platforms.

Competition 

Located in a highly saturated area with many fast-casual Mexican Restaurants within a 5-mile radius, requiring Alma to differentiate itself with superior food quality and an engaging experience.  

Branding 

Overcoming past branding troubles by establishing a strong, welcoming brand identity that redefines what “authentic” mexican cuisine is in the minds of consumers. 

Social Media Presence 

Effectively utilizing platforms like Facebook, TikTok, and Instragram to reach the target demographic. 

Affordability 

Maintaining reasonable prices without compromising food quality or atmosphere.

Design 

Creating a restaurant ambiance that blends Mexican culinary tradition with a modern twist (an open kitchen concept, no yellows, oranges, and reds to stand out from competitors).