BRASA Rotisserie Meets The Strategic StoryTelling Framework
Deliverables
Come with us on a culinary journey to see The Strategic StoryTelling Framework in action. What exactly is that? It’s our formula to build a brand from the ground up.
There’s Phase One: Strategic. That’s when we get to know the business and what it’s all about.
There’s Phase Two: Story. We start crafting things like the website using what we learned from phase one.
Finally, there’s Phase Three: Telling. We officially present the brand through social media, events, and more.
Simple, right? Let’s get cookin’.
Brother and sister duo Victor and Francesca Begazo and their mother, Angela Kishijara, wanted to start a new venture. Angela and her sisters founded Inka Mama’s, the Peruvian restaurant chain in Southern California. This family is no stranger to delicious, classic, Peruvian food. Now, the kids are grown up with kids of their own, and they wanted to show the world what they had to offer: their own contemporary, experimental take on their Peruvian childhood favorites. When they first came to Rogue, they had an empty space, an amazing idea, and a name. Their name, BRASA Rotisserie, is inspired by a Peruvian style of rotisserie chicken known as “Pollo a la Brasa,” and charcoal-fire roasted in a special oven imported from Peru!
They wanted an ongoing relationship with us from start to finish as they launched their restaurant with a beautiful logo, branding, and a solid marketing strategy going forward. We had the privilege of becoming an extension of the BRASA team and assisted in ALL things marketing.
Phase one: Strategic
Meeting this family of incredible cooks was truly a pleasure! We got to know them, their favorite colors, their traditions, and the fun culture they wanted to share with us and their community. During this strategy phase, we helped them develop their brand persona, language, tone, and brand strategy, and identify their target audience. We also established that BRASA would be a family-friendly, fast-casual restaurant where guests could order at the register and seat themselves to open seating.
We also discussed possible logo ideas, including the special Peruvian oven and centerpiece to their restaurant, and even helped design the interior of the store, strategize menu ideas, dish names and the ordering process. (Getting to name the sandwiches and their amazing sauces was a real treat, especially as it required us to sample the food!)
Preparing this foundation at the beginning helped us understand BRASA’s needs and how marketing and design could help them grow successfully in the future.
Phase Two: Story
With the insights we gained from Phase One, we started with a plan to focus on their branding while also setting up the BRASA social media accounts on Instagram, Facebook, Yelp and Google. We would need to build their audience on multiple platforms, facilitated with a logo and complete business details. This would help us direct traffic to their website, and ultimately, their restaurant! Finally, we would develop a grand opening strategy, complete with foodie influencers and community awareness.
As always, we started drafting up logo designs. BRASA wanted to focus on their prized possessions: the BRASA chicken and the charcoal-fired rotisserie oven. We wanted to convey the warm, family-friendly environment of their casual restaurant. The owners also expressed a love for orange and green.
SAY HELLO TO THE FINAL LOGO!
As part of the branding process, we created #eatbrasa, a hashtag that served as a tagline and call to action throughout their branding.
The brand package led to a variety of collateral pieces including t-shirts and hats–designed to be their in-store employee uniforms–stickers, packaging, menus and more!
WEBSITE
Then, it was time to put their newly designed branding to good use on the warm and friendly Eat BRASA website! Featuring their new logo, orange color selection and our shots of their delicious food, their new site served up the most important info: the BRASA menu, where to get the food, and their unique story. More than anything, we wanted to make sure this site was user-friendly.
Phase Three: Telling
GRAND OPENING STRATEGY
A grand vision deserves a truly grand opening event, and that’s exactly what Rogue put together for BRASA Rotisserie. It had to be BIG, so we invited local foodie influencers, press, city officials, and everyone and their mother to come try BRASA.
To set BRASA up for success during their grand opening, we:
Designed social media graphics and invites
Created an email campaign
Provided consultation on matching interior design
Invited SoCal foodie influencers
Invited local press to cover the restaurant launch
Offered free merch and food samples to grand opening attendees
Captured all the action live at the event and edited photos and videos for later use
Grand opening campaign, include a strategy on bringing customers back into the restaurant later
ONGOING MEDIA STRATEGY
After their grand opening, we transitioned into regularly scheduled content for BRASA social media. This included monthly photo and video shoots of their delicious food, contests and campaigns to boost in-store sales, as well as consistent posting and online engagement with their customers.
The food industry offers an awesome opportunity to connect with foodie influencers, so we reached out to new influencers to sample BRASA’s delicious food each month. These relationships encouraged more posting and engagement on social media with BRASA, which in turn, increased user-generated content, followers and overall engagement online!
We met with BRASA monthly to discuss ongoing strategy and prepare for any new campaigns, events and contests they should run in-store or that we could run on their social accounts. We also prepared for any upcoming events they would attend, like the OC Weekly Decadence, with social posts, influencer messaging, contests and photography or videography coverage as needed.
Results
So what happened in the end?! Well, BRASA grew from an idea to a complete brand!
Identifiable with strong, cohesive branding across all platforms online and offline
Created a strong brand presence in stores for customers to identify with
Boosted sales thanks to each new campaign, contest and influencer buzz
Built and maintained strong partnerships with local foodie influencers
Increased social media engagement, page views and followers
Search engine-optimized website with a simple, direct user experience
Produced high quality videos and photos that helped brand awareness
So, what do you think of BRASA and our three-phase Strategic Storytelling Framework? Cool, huh? Want to give your brand the same treatment? You know what to do.