Integrated Campaigns
Birria Tacos Launch
Highest Grossing Limited Time Only Offer Becomes Full Menu Item
It took the Capital Tacos lead chef over two years to craft the perfect Birria taco. Now, it was up to a three-person marketing team to spread the word, almost exclusively through an integrated marketing campaign.
First in this effort was organizing and conducting both a photo and video shoot.
Then, we implemented the campaign with both paid and organic social media, in-store promotion, email and influencer marketing.
The Birria not only served as the highest-grossing menu item of all time, it was re-launched as a full menu item.
A subsequent re-introduction campaign that included email, social media, in-store promotion and influencers firmly cemented the menu option as a customer favorite.
Birria Taco Campaign Elements
Brand Voice Development
Crafting An integrated quirky brand voice across all customer touchpoints
Developing the Capital Tacos Brand
Despite having just celebrated their 9th anniversary, the Capital Tacos brand had never been firmly established. Elements of the brand existed, but it had never been fully articulated and consolidated into a cohesive and comprehensive brand expression.
From the early days, Capital Tacos was meant to have a quirky and light-hearted fun persona. The phrase "Keep It Capital", an homage to Austin Texas' motto "Keep It Weird", was original from the initial opening.
Developing and honing the brand voice was a critical priority during my tenure. The lead in this initiative was through social media and email, but would be extended to all customer touchpoints, even inside the restaurant.
The challenge was in saying things in unexpected and original ways while avoiding the trite, white-noise type of phases like authentic and fresh.
Keeping It Capital in eMail
Bringing the Brand Voice to Life in Weekly Promotional eMails
From asking customers to sing ZZ Top lyrics or dance the Griddy to receive a free taco to employees sweeping with horse masks to customers hearing "It's Raining Tacos" playing in the bathrooms, Capital Tacos is known for being quirky and off-beat.
Unfortunately, the promotional emails were just that--promotional. Plain. Simple. Buy This.
The brand wanted to stand out even within inboxes to drive open rates by bringing the brand to life which was meant to entertain and engage to inform.
The result was growth from 9% to 32% open rates and a 175% increase in traffic to the website from emails.
Prromotional eMail Samples
Gasparilla Festival eMail
Double points promotional eMail.
Double Reward Points Promotion
Football Big Game Catering Promotion
FryDay Product Promotion
In-Restaurant Branding
In-Restaurant Branding and Signage
With Capital Tacos opening franchising opportunities and expansion into Orlando, South Florida (Tamarac), Atlanta, Colorado and North Carolina, 2023 was an important year to ensure the in-restaurant branding was consistent from market to market.
Because these markets were new to the Capital Tacos brand, telling the story, product differentiation and history had to be scalable to existing spaces. The goal was to wow the customer and generate word-of-mouth not only with the great-tasting food but with the entire experience.
Here are elements designed and developed by James to tell the unique brand story.
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