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| Objective: | To increase guest counts and food sales and position the restaurant as the ideal place to celebrate festive occasions. |
| Strategy Execution: | Commemorating the victory of Cinco de Mayo seemed to be a very logical holiday for the Mexican restaurant to celebrate with a grand fiesta. To build momentum and attract guests, the advertiser developed a countdown theme which was executed with a colorful button that included a miniature pad of peel-off numbers descending from 30 (days away) to “It’s Here!” In addition to the buttons restaurant em-ployees also wore theme-imprinted T-shirts and banners were prominently displayed to build excitement among the staff and increase awareness among patrons. Contests also were held during the May holiday celebration so customers could win one of the promotion T-shirts as a souvenir. |
| Results: | El Torito’s marketing manager reported a two-percent increase in guest counts and 12 percent more in sales of food and liquor during the May 5 celebration |
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