Turning Up the Heat
Montezuma’s Mexican restaurants have been established as a brand in Australia for almost forty years – their first franchise opened in 1978. Since then, they’ve grown into a network of seventeen festive, family-oriented restaurants across the country.
While Montezuma’s felt they knew who they were as a brand, they didn’t know how to translate that visually and linguistically across the franchise network. The challenge was to communicate successfully to customers, streamline the messaging and achieve cut-through in a competitive market.
headmark conducted a full-day discovery session to delve into the Montezuma’s brand and uncover exactly where they wanted to be, a well as isolate their weak spots. We challenged some of their assumed knowledge of what was still relevant to customers.
Our insights informed the construction of a twelve-month marketing plan. An important component of this was fresh content production. headmark hosted a video/photoshoot to capture high quality imagery to use in upcoming campaigns.
Our design team tackled the website, giving it a contemporary and zesty re-fresh. This flowed through into a dynamic social media program and new Instagram strategy.
We concentrated on achieving unity across the franchise network, which was operating in an ad hoc manner. We created a video for franchisees and consolidated their social media platforms into a cohesive whole.
A massive focus was improving the functionality of established systems – such as the loyalty program – so that they were enticing to customers.
Finally, we implemented a strong digital advertising campaign – a first for the franchise.
We achieved professionalism, a contemporary feel and improved every touch point of the Montezuma’s brand. There is now a unified feel across the network.
The newly implemented social media and digital advertising campaigns have had a huge impact in market. Several of the stores have reported a 20-25% increase in sales. This is now measurable through tracking and widgets that headmark have installed on the backend of social media, the website and booking platforms. The Instagram channel has experienced a follower growth of 900%.