Rio Grande Mexican Restaurants have an established brand and six high performing locations in Colorado. A new Austin location created the need for thoughtful re-branding so the restaurant would thrive in Austin’s unique culture.
PetersGroup identified a strategy for Rio Grande to express their new connection to the Austin community. In addition to a refined message strategy, the PR program generated an organized series of events, including a “Philanthropy Week” that emphasized the Rio Grande commitment to community outreach.
The media coverage, in-store and community events, along with non-profit support, attracted and retained 20% more loyal customers within the first 3 months.