About
Local Mexican restaurant franchise in Indianapolis with 4 physical locations, catering services, and a food truck.
The Challenge
When joining Paco’s Taquerias, the brand needed to drive physical store traffic, scale its social media presence, and attract talent efficiently without wasting budget.
The Strategy
To tackle these challenges, I built a comprehensive, data-driven marketing strategy aligned with the brand’s core business goals:
- Audience Research & Positioning: Analyzed the buyer persona’s behavior to connect with the core customer base interested in authentic Mexican food.
- Goal-Driven Content Strategy: Designed organic content frameworks focused on increasing brand awareness, driving foot traffic, and boosting sales.
- Omnichannel Campaigns: Combined organic social media with targeted paid campaigns (Meta Ads and Google Ads) to amplify major events and promotions, such as the high-impact “Día del Taco” initiative.
- Local SEO & Brand Reputation: Actively monitored and managed brand perception across all four locations via Google Business profiles to protect and elevate local reputation.
- Operational Partnership & Cost Optimization: Negotiated directly with food delivery platforms (such as DoorDash) to successfully reduce commission rates and improve profit margins.
The Impact
Grew Instagram followers by 1,000+ within 6 months through a combination of organic content strategies and paid advertising, improving brand visibility and engagement.
Delivered a 15% increase in physical foot traffic for the Willow Lake location by executing targeted local awareness campaigns.
Conceptualized, promoted, and executed targeted campaigns including “Día del Taco”, leading to a 25% increase in foot traffic across all store locations on the event day.
Created and posted content that went viral, with two videos hitting 140K and 144.6K views.
Gained 1,100+ new followers organically thanks to strong organic reach and engaging videos.
