BRAND: Incas Peruvian Cuisine
BRIEF: Develop a branding and multi-faceted promotional strategy for a Peruvian restaurant, that will attract the interest of prospective franchises for this soon-to-be national chain of restaurant. Come up with a name, tagline/slogan, brand colours and so on for the restaurant. In summary, develop a branding strategy, as well as a communications campaign, to get the restaurant on the map - to give it the visibility it needs to attract the attention of possible franchise owners, as well as customers.
SOLUTION: The chain name I came up with was “Incas”. Since the restaurant is to be based on Peruvian cuisine, having a brand name that ties back to Peru is a great choice. When it came to the brand logo, it consisted of a mixture of a mountain outline, Bold avocado green colour and bold fonts. The mountain outline on the logo represents the geographical features of the country. The avocado green colour on the logo represents the eco-friendly path the restaurant is moving towards to.
We identified the right target audience and location for the brand based on criteria such as hub for international cuisines, proximity to other large cities, well known, be a city to cause buzz marketing, multicultural and modern. Also identified the appropriate communication & marketing plan such as Event pop-up, TV commercial and social media, which are great ways of getting the restaurant on the map.
TAGLINE/SLOGAN: We bring to you the heart of Peru
MARKETING PLAN: The marketing plan of Incas Peruvian cuisine is to roll out some Out-Of-Home advertising two months before it gets opened. The ads will be more focused on an “opening soon” themed message. Social media will also be utilized to market the “opening soon” ads. Special dishes, drinks, photos of important key details of the restaurant to be opened, the inspiration behind the restaurant, will also be part of what will be used to create a strategy for the marketing launch. Incas Recipe is an activity the restaurant will be engaged in every month to create and drive engagement online with its target customers.
OUT-OF-HOME
TARGET AUDIENCE
SWOT ANALYSIS
COMMUNICATION, MARKETING & CUSTOMER REWARDS