The onset of the global COVID-19 pandemic in the spring of 2020 brought unprecedented challenges to businesses worldwide, with the restaurant and hospitality industry being one of the sectors hardest hit. As government mandates forced the closure of dining spaces, restaurants were compelled to quickly adapt or face dire consequences. Cyclone Anaya’s, a beloved Tex-Mex restaurant chain with six locations in Houston, confronted these challenges head-on. Facing the potential loss of their most critical business day, Cinco de Mayo, due to the lockdown, they turned to Restaurant Brand Builders for an innovative marketing campaign to pivot their business model towards curbside pickup and ensure the celebration’s success despite the circumstances.
Client: Cyclone Anaya’s Tex-Mex Kitchen
Objective: To mitigate the impact of COVID-19 lockdowns by boosting awareness and sales for curbside pickup services, especially around the crucial Cinco de Mayo period.
Engaging Website Redesign: SB developed a dynamic and engaging website for Cyclone Anaya’s, optimized to highlight the curbside pickup option and facilitate an easy ordering process, ensuring a seamless customer experience even in lockdown.
Email Marketing Campaign: A visually striking and persuasive email marketing campaign was launched to inform existing customers about the new curbside pickup service and encourage orders for Cinco de Mayo.
Influencer Partnerships: Recognizing the power of social proof, SB partnered with digital foodie influencers to reach a broader audience. These influencers shared their experiences with Cyclone Anaya’s curbside service, amplifying reach and credibility.
Local Media Outreach: SB distributed press releases and informational content to local media outlets, securing listings and features that highlighted Cyclone Anaya’s adaptation efforts and promoted their Cinco de Mayo specials.
Social Media Messaging: Crafted and executed a comprehensive social media strategy that engaged followers with updates, promotions, and behind-the-scenes looks at the restaurant’s adaptations to the new service model.
Sales Increase: More than doubled sales across multiple locations compared to the weeks leading up to Cinco de Mayo, demonstrating the campaign’s effectiveness in driving business during a critical period.
Media Coverage: Successfully secured listings and positive mentions in local print media, increasing visibility and reinforcing brand reputation.
Social Media Engagement: Achieved a 73% increase in social media engagement, fostering a stronger connection with the community and building brand awareness.
Brand Awareness for New Services: Effectively built awareness for Cyclone Anaya’s new curbside pickup service, ensuring customers were informed and comfortable with the new ordering process.
Restaurant Brand Builders has been instrumental in helping us build and maintain a strong online presence. Their expertise in digital marketing has significantly contributed to our growth and brand visibility. – Cyclone Anaya’s
The strategic marketing campaign designed and implemented by Restaurant Brand Builders for Cyclone Anaya’s Tex-Mex Kitchen exemplifies the resilience and adaptability required to navigate through crisis situations. By swiftly pivoting to a curbside pickup model and leveraging a mix of digital marketing tactics, Cyclone Anaya’s not only preserved but significantly boosted their business during an otherwise uncertain Cinco de Mayo. This case study demonstrates the importance of innovative marketing strategies and the power of community engagement in overcoming challenges and turning potential setbacks into opportunities for growth and strengthened customer relationships.
