The Challenge: Reviving Foot Traffic

While our client experienced increased sales, this was primarily driven by inflation rather than customer growth. Foot traffic—including online orders—was declining, and we needed a strategy to draw more people into their Bueno locations, revitalizing both in-person visits and digital engagement.

Our Strategy: An Authentic Tex-Mex Connection

We developed a fresh brand voice that spoke directly to the heart of our audience, blending Spanglish and a Tex-Mex flair. This inclusive messaging reflected the diversity of the client’s customer base, largely made up of blue-collar workers, and also honored the client’s Latino leadership team. By authentically embracing Tex-Mex culture, we shifted the brand away from appealing solely to its older, predominantly white demographic and positioned it as a vibrant, welcoming experience for everyone.

On social media, we combined cultural relevance with trend-driven content, balancing real-time social moments with a structured posting calendar. This allowed us to stay nimble while keeping the brand consistent and engaging.