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The Brief

El Piropo is a Mexican restaurant in Plano Texas, USA, with a newly opened branch in Dubai. 

Our journey with El Piropo started when the owners of this lovely restaurant in Plano Texas, USA, contacted us requesting a novel brand identity that’ll resonate with the new market.  

  • Market Research
  • Mystery Shopping
  • Brand Building
  • Brand Collaterals
  • Art Direction
  • Creative Copywriting
  • Photography


First, we eat!

We started out by tasting their authentic Mexican menu, YUM!
Hungry for more information about the market and the audience, we conducted a market analysis in Dubai.
After thoroughly studying the market, we identified our target audience and split them into groups represented by personas, each with corresponding characteristics.

The genuine experience 

To further our study, we created a focus group with people matching our audience personas.
The discussion concentrated on brand affection, brand value, brand loyalty, and product quality regarding different competitors. 
It was followed by a blind taste-testing to avoid biased reviews, where attendees rated different menu items on a 1-10 scale. 

The next step

After the focus group, we went mystery shopping. With pre-defined KPIs in mind, we visited the top 3 Mexican restaurants in Dubai to measure and analyze the following data: 

  • Restaurant location
  • Décor
  • Reception & welcoming
  • Availability
  • Concept & ambiance
  • Sensory marketing: Scents & lights
  • Hygiene: Staff & restaurant
  • Staff Menu Knowledge
  • Service timing
  • Product pricing