Mexican food is the fastest-growing casual dining food category in the USA – and is 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.
Our challenge with well-established Scandinavian brand Serrano (so-named after the chilli pepper used in Mexican cuisine) was to evolve the brand and customer experience to one that’s more emotive and welcoming 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. Our new ‘helping’ for Serrano’s “Fresh, Happy, Mex” story is served up spicy hot!