CHALLENGE:
Increase Customer Visit Frequency & Incremental Sales.
The challenge from the fast casual restaurant Taco Cabana was to create and sustain a multi-week sales promotion that would encourage consumers to increase visit frequency, expand menu purchase and trial new products/dayparts. Secondary objectives were to seek opportunities to leverage the heritage of the brand, and possibly build a campaign that could have an evergreen effect for future use.
ILLUMINATION:
The Taco Cabana brand speaks to authentic flavors and handcrafted recipes from Mexico, and any promotional effort must deliver the same proprietary appeal.
APPROACH:
Researching Mexican culture and heritage, we appreciated the long lineage with the iconic game Loteria. Dating back to the mid-1700s, this unique game of images (played similar to Bingo) was rich in tradition and family culture. To reinforce the many benefits of Taco Cabana, we leveraged the historic value of the game Loteria by executing a version delivered on cups and collector game boards at all Taco Cabana restaurants. The 7-week promotion offered both collect-to-win and instant prizes, as well as more than 1,000,000 free food offers bouncing consumers to trial new products and dayparts. We even created exclusive imagery for Taco Cabana that served to modernize the icons while maintaining its traditions. The Taco Cabana Match & Win Loteria is an ownable promotion that the restaurant chain can build upon for years to come.
SUCCESS:
Execution of a first-time game at Taco Cabana was flawless, and the 7-week promotion was instrumental in calling attention to combo meals and focusing on complete meal solutions. A winning odds rate of 1:4 helped drive visit frequency and bridge sales from week to week.