EL TORO TAQUERIA CASE STUDY 2

 

 LOCAL RESTAURANT SET TO OPEN A THIRD LOCATION 1 YEAR AFTER OPENING AND CONTINUES TO THRIVE IN THE MIDST OF THE PANDEMIC

 

​“Great professional agency. As a startup business, we hired White Collar Marketing three weeks after opening this year. I was amazed at the way this agency works! They go above and beyond for you and are willing to do whatever it takes to make your vision a reality. Highly recommended if you’re looking to take your business to the next level!” Juan Vasquez, El Toro Owner

 

OVERVIEW

• EL Toro Taqueria (Waynesboro, GA) contacted White Collar Marketing (Augusta, GA)  in February 2020 regarding marketing services to assist in capitalizing and maximizing business opportunities

• White collar Marketing created and implemented a social media campaign that incorporated effective social media marketing, advertising, management, & engagement.

• Within 5 months, El Toro made preparations to open a second location in a larger city (Grovetown, GA). The second location officially opened in October 2020.

• Being that the second location was in a larger city, White Collar Marketing adapted the marketing strategy and now incorporated Public Relations (community relations, integrated marketing, corporate social responsibility, and etc.) to increase awareness and continue the growth of the business.

• Just 3 months later after opening in the Grovetown location, El Toro Taqueria closed down the current take-out location in Waynesboro and re-opened with a larger full service dine-in location January (2021)

• White Collar Marketing continued to implement marketing and public relations for El Toro Taqueria to assist in the continued growth of the restaurant. 

• Just after 19 months of working with White Collar Marketing, El Toro Taqueria is now set to open THIRD location in a new city of Fall 2021.

 

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GOALS

1. Create an awareness on social media through posts and advertising

2. Increase sales and profits 

3. Differentiate restaurant from competitors to create a memorable experience and brand

4. Integrate public relations in the overall marketing strategy and campaign

 

SITUATION

Opening a second location in a larger city meant that there were now more competitors in the area. El Toro needed to differentiate itself against competitors and find ways to continue to thrive as a new business. White Collar Marketing and El Toro adjusted their marketing campaign to incorporate Public Relations.

  

TASK

Adapt the current public relations and marketing campaign to now incorporate the needs of the Grovetown location. Incorporate Public Relation Strategies that include: community relations, social media, integrated marketing, and media relations. 

 

SOLUTION:

WCM established a 3 phase marketing campaign with the goal to increase awareness and sales of the new location and to continue the success of the previous location. These efforts were done through cohesive public relations and inbound marketing. Our strategy was:

 

Social Media Strategy & Inbound Marketing

•  Phase 1:

  • Continue social media management and engagement. 

    • Posting daily on social media - Instagram and Facebook. 

    • Engage with customers online through trivia games and responses to comments

  • Continue Social Media Advertisements

    • Utilize social media to run paid FB and Instagram Ads to reach audiences and drive sales through call-to-actions.

• Phase 2: 

  • Incorporate public relations in marketing campaign:

    • Community Relations

      • Join the Chamber and participate in local events

      • Collaborate and Give back to local communities and schools

        • White Collar Marketing was able to do this by reaching out to the Columbia County School district on behalf of El Toro Taqueria to partner with 20+ schools in the area.

      • Engage in community Events

        • White Collar Marketing found and set-up participation in local events for El Toro Taqueria to promote awareness in the area

          • Food Truck Fridays (Columbia County)

      • Host Giveaways for customers

 

• Media Relations

  • Set-up interviews and features through news stories and online publications

 

• Corporate and Social Responsibility

  • Consistently updated customers about following CDC guidelines and taking responsibility for safety efforts during the COVID pandemic. 

• Employee Relations

  • Worked closely with owners to establish a plan to ensure that employees received morale and recognition

• Planned and Hosted PR Events

  • Hosted a major PR event at the new Waynesboro dine-in location that incorporated professional photographer, local food bloggers, and interviewer for feature story. Food bloggers were able to test all items on the new menu and then featured El Toro in their social media reviews. 

 

• Phase 3: 

  • Complete an audit on marketing efforts to determine which tactics are most effective and garnered the best results 

  • Continue marketing efforts that are attributed to the increase and sustainable growth of business.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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RESULTS:

• RESULTS:

• In the first month (Feb-March) of initiating effective marketing, sales had doubled. 

• Overall, awareness and engagement increased by 101-135%. Anywhere between 11,000-16,000 potential and returning customers would see posts and ads during a 5-day period. 

• 1,000+ organic Facebook and Instagram followers 

• Because awareness and engagement increased, the restaurant saw an increase in sales and profit.

• These results remain consistent and marketing efforts have proven to be sustainable and positive.  

• After experiencing a global pandemic and implementing safety changes in the business, White Collar Marketing adjusted the marketing strategy and the business (El Toro Taqueria) continued to thrive.

•  Since beginning marketing in February 2020  (5 months ago), El Toro has generated enough revenue to open a second location in a larger city (even during  a nationwide pandemic. 

• Just 3 months later after opening in the Grovetown location, El Toro Taqueria closed down the current take-out location in Waynesboro and re-opened with a larger full service dine-in location January (2021)

• White Collar Marketing continued to implement marketing and public relations for El Toro Taqueria to assist in the continued growth of the restaurant even in the midst of more local competitors. 

• White Collar marketing effectively represented El Toro Taqueria in the community and surrounding areas through public relations which has resulted in collaboration with the local school district and 20+ schools, chamber of commerce, and many more constituents. 

•  El Toro Taqueria is now set to open THIRD location in a new city Fall 2021.

• These results remain consistent and marketing efforts have proven to be SUSTAINABLE and POSITIVE.  

 

 

White Collar Marketing has worked with El Toro Taqueria since February 2020. Through the collaboration of both organizations, El Toro has seen a tremendous growth in business that has resulted in the opening of a third location and continued business success. 

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Be sure to check out the first Case Study for El Toro HERE

 

“Great professional agency. As a startup business, we hired White Collar Marketing three weeks after opening this year. I was amazed at the way this agency works! They go above and beyond for you and are willing to do whatever it takes to make your vision a reality. Highly recommended if you’re looking to take your business to the next level!” Juan Vasquez, El Toro Owner

 

 

Contact us at admin@wcollarmarketing.com to explore how you can enjoy similar breakthrough results!