Suffering from a drop in sales, Chiquito planned to refresh the brand, food quality and launch a new menu. The Mexican restaurant chain wanted to capture new customers and encourage lapsed fans to come back. Our view was that once we got people there, they would love the food, the atmosphere and share their experience.
Content created centered around the Chiquito Angels who turned up at restaurants, randomly selecting diners to pay their bill! Teasers, encouraging fans to lobby for the Angels to come to a Chiquito near them, social sharing of the Angels in town and e-shots to 50,000 all helped drive footfall. The salsa on the fajita, however, was a range of digital tactics: broader social media communities outreach, SEO, blogger reviews and micro-seeding with influencers and potential customer groups. This all helped serve up a healthy 12% increase at the tills!