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Company Background

Brasas Mexican Grill is a local, family owned restaurant with two locations in Provo, Utah. They started with a food truck on center street in 2012, and later expanded to a brick and mortar location farther north in Provo. They are known by many locals for their authentic Mexican food, and are especially loved by those who served as LDS missionaries in Mexico. Neither of their locations is very visible, but they receive lots of business through word of mouth.

 

Challenge

While word of mouth has given Brasas a great reputation for delicious and authentic Mexican food, their brand image and online presence need to be refreshed. They have a website and a Facebook page, but the website looks like it hasn’t been updated since its creation in 2012, and posts on their Facebook feed are infrequent. They also display confusing information regarding the addresses of their two locations, and on their company website the restaurant name is spelled “Brasas” while on their Facebook page it is spelled “Brassas.”

Opportunity

With a core group of customers already dedicated to the restaurant, they have the chance to spread those good sentiments beyond the current "Returned Missionary Loyalists" to the general Provo populace. Since Provo has a constantly changing college student population, Brasas needs to create a name for themselves that will last through each new generation of students. They can do this by refreshing the brand and developing a stronger, more unified presence online through social media and an updated website.

 

Plan​

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Update website and social media to display consistent information and consistent brand messages across all media channels.

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Engage with the Provo student population through relevant and engaging content posted to social media.

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Reach out to customers with ties to Mexico, such as Returned Missionaries and locals with Mexican heritage, to foster brand loyalty and encourage even greater word of mouth promotion.

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