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Loco Burro Bringing Loco To The Locals
After achieving success with their restaurant in Gatlinburg, Tennessee, Kennedy Concepts was ready to bring Loco Burro to foodies in nearby Knoxville — but branding for tourist markets is different than for local ones. That’s why they needed a marketing partner with vast foodservice experience to help their unique Tex-Mex brand thrive in a local market.
The Brief
Prior to working with Asen, the Kennedy Concepts team was more familiar with marketing their restaurant brands to tourists, who tend to be less loyal and more forgiving. Yet Loco Burro knew they could bring an exciting, lively, and delicious concept to a local area like Knoxville, even if it is a crowded market. They just needed the right partner to help reach and resonate with hungry locals in the community.
Once we assessed the opportunity, we realized Loco Burro’s previous branding wasn’t going to cut it with local customers. The restaurant needed to maintain key components of its multi-location branding, but also adapt and refine their marketing to be effective in a high-end local market. After previously partnering with us to strengthen other brands in their restaurant family, Kennedy Concepts returned to Asen looking for a full-service marketing partner to help generate awareness and create appeal around the then-new Loco Burro Knoxville location.
The Solution
To help Loco Burro launch in Knoxville, Asen had the privilege of guiding their team through many strategic decisions, including menu selection, interior design, gift card programs, and carryout offerings. From there, we helped implement these key business projects while staying flexible during an uncertain time in the market (the height of the COVID-19 pandemic).
To create the energetic, exciting, and surprising atmosphere Loco Burro wanted for its Knoxville location, Asen also provided guidance on design projects like custom interior artwork, flashy exterior signage, and post-worthy photo areas that add a special flare to the space.
Next, we produced stand-out food, drink, architectural, and lifestyle photos — along with a brand overview video — showcasing their unique Tex-Mex offerings, house-made margaritas, and festive atmosphere (mechanical donkey included!). Many of these key brand elements are also showcased in the website design we implemented for the parent brand (Kennedy Concepts), reinforcing their position as a leader in the local food and entertainment market.
Our team is thrilled to have played a part in Loco Burro's successful launch in the Knoxville market, setting them up for continued success by ensuring they own all of their assets outright — a key consideration for their team when choosing a marketing partner.
The result: a restaurant launched during the pandemic that’s still thriving today!
“Working with Asen is by far one of the best decisions we’ve made to take our company to the next level. The amount of professionalism and creativity that goes into every piece of work is well noticed and very much appreciated. From websites to print, they do a phenomenal job!”
