Serrano: Fresh, Happy, Mexican Kitchen
Mexican food is the fastest-growing casual dining food category in the USA – likely to occupy a total share of above 15% by 2020, with a CAGR of almost +11%. It’s also fast becoming the casual dining option of choice across Europe. The combination of “food adventure, provenance, healthy perception, and filling” seems to really hit the mark with consumers.
Here’s a sneak peek of our work with well-established Scandinavian brand Serrano (so-named after the Mexican chilli pepper used in this cuisine), ahead of the launch of a new outlet in Keflavik, Iceland.
Our challenge was to evolve the brand and customer experience so that it’s more emotive and welcoming in order to appeal to families, as well as increase visits and dwell time later in the day.
We looked at the restaurant experience and customer journey, branded environment, staff choreography, in-store communications, and packaging design. We’ve also created new format options for pop-ups and third-party retail presence.
We look forward to seeing how our new ‘helping’ for Serrano’s “Fresh, Happy, Mex” story is served up!