Taco Bueno

THE REAL BUENO DEAL & We Win, You Win

How do you help a struggling, beloved taco brand who has been in the red for years? You Bueno-ize it.

What We Do:

• Used sales and traffic data to determine the top menu items and lowest performing markets
• Created an LTO featuring the top sellers at a competitive price point
• Leveraged their sports partnerships to create an activation promotion
• Simplified their messaging
• Restructured their media strategy to prop up the under performers

The Campaign

The Real Bueno Deal launched across all channels, paid and owned, and in-store signage. There was a heavy lean on social media inclusive of giveaways. The Dallas Cowboys FREE Taco promotion was activated at the beginning of the regular season, and promoted during in-game spots, on social media and in-store signage. The team also created souvenir cups for purchase at all Taco Bueno locations.

Results:

• First successful promotion in 5 years
• 16% increase in order volume with sports activation promotion
•  -18% to +22% system-wide in sales in 6-months