Savoring Success:
Expanding a Latin Brand in the U.S. Market

Restaurant Development

Expanding a Latin brand in the U.S. takes more than vision; it requires deep local insight. 
For our clients, we crafted a Miami-rooted strategy to transform their concept into a well-positioned, customer-centered experience primed for success.

CONTEXT

Miami’s vibrant cultural diversity is a cornerstone of the city’s identity, home to rich immigrant communities from Latin America, Europe, and Asia. While Cuban influence remains prominent, Miami’s diverse culinary scene attracts both locals and tourists eager to explore new flavors and food experiences. 

Yet, despite the extensive array of options, Miami's food landscape still has room to grow—particularly in authentic Mexican cuisine beyond the more commonly known tacos and burritos.

CHALLENGE

Our clients, two entrepreneurial brothers from Mexico, saw an opportunity to bring an authentic yet lesser-known Mexican experience to the city with a unique offering: a restaurant specializing in “machetes,” large quesadillas filled with traditional ingredients. 

To make this vision a reality, they needed a comprehensive understanding of the culinary landscape in Miami, including market demand, key competitor insights, ideal locations for their venture, and a clear brand direction that would resonate with Miami's eclectic food lovers.

Our mission was to provide these insights, from refining the brand’s name and identity to crafting a strategic approach to establish machetes as an exciting new option in Miami’s food scene. This project aimed not only to introduce a distinct culinary concept but also to help expand the presence of Mexican flavors in the U.S. market in a meaningful way.

APPROACH

Our research approach employed a comprehensive methodology, combining ethnographic techniques, in-depth interviews with key consumers, and casual conversations with residents and tourists.
We immersed ourselves in Miami’s unique cultural and culinary environment to capture a nuanced understanding of local dining preferences and behaviors.

In addition to these methods, we created detailed journey maps of various restaurant types, capturing the entire customer experience—from decision-making to post-dining reflections. 

These maps highlighted the most impactful touchpoints influencing customer satisfaction and decision-making.

OUTCOME

We developed a strategy that revealed a strong demand for authentic yet innovative Mexican cuisine, leading to a culinary offering that fuses traditional flavors with a modern twist in a vibrant, welcoming atmosphere. Interactive marketing campaigns were designed to build anticipation and attract a diverse mix of locals, tourists, and food enthusiasts. 

With Wynwood identified as the ideal location, the brand was well-positioned to launch with a solid understanding of its audience and a clear roadmap for success, ensuring its culinary concept resonated from day one.

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