BRASA Rotisserie | Phase 1: Strategy
Deliverables
Come with us on a culinary journey to see The Strategic StoryTelling Framework in action. What exactly is that? It’s our formula to build a brand from the ground up.
There’s Phase One: Strategic. That’s when we get to know the business and what it’s all about.
There’s Phase Two: Story. We start crafting things like the website using what we learned from phase one.
Finally, there’s Phase Three: Telling. We officially present the brand through social media, events, and more.
Simple, right? Let’s get cookin’.
In the spring of 2016, brother and sister duo Victor and Francesca Begazo and their mother, Angela Kishijara, wanted to start a new venture. Angela and her sisters founded Inka Mama’s, the Peruvian restaurant chain in Southern California. This family is no stranger to delicious, classic, Peruvian food.
Now, the kids are grown up with kids of their own, and they wanted to show the world what they had to offer: their own contemporary, experimental take on their Peruvian childhood favorites.
When they first came to Rogue, they had an empty space, an amazing idea, and a name. Their name, BRASA Rotisserie, is inspired by a Peruvian style of rotisserie chicken known as “Pollo a la Brasa,” and charcoal-fire roasted in a special oven imported from Peru!
They wanted an ongoing relationship with us from start to finish as they launched their restaurant with a beautiful logo, branding, and a solid marketing strategy going forward. We had the privilege of becoming an extension of the BRASA team and assisted in ALL things marketing.
Strategic
Meeting this family of incredible cooks was truly a pleasure! We got to know them, their favorite colors, their traditions, and the fun culture they wanted to share with us and their community. During this strategy phase, we helped them develop their brand persona, language, tone, and brand strategy, and identify their target audience. We also established that BRASA would be a family-friendly, fast-casual restaurant where guests could order at the register and seat themselves to open seating.
We also discussed possible logo ideas, including the special Peruvian oven and centerpiece to their restaurant, and even helped design the interior of the store, strategize menu ideas, dish names and the ordering process. (Getting to name the sandwiches and their amazing sauces was a real treat, especially as it required us to sample the food!)
Preparing this foundation at the beginning helped us understand BRASA’s needs and how marketing and design could help them grow successfully in the future.