TIJUANA FLATS: Concept Art
Objective: Create a Tijuana Flats promotion for a Valentine’s promotion for email and social media
Target Guest: couples or two single friends
Offer Considerations:
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Drives app acquisition & usage
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Uses attractive price point (value) to drive purchase intent
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Taking advantage of Valentine’s Day being on a Sunday, extending offer to 3 days to encourage weekend traffic
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Offer exclusive for curbside pick up only to aid with COVID-19 protocols
Offer Considerations:
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Pricing of Dine In vs Curbside Pickup vs Delivery
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Using app as barrier for entry
Creative execution included:
Promotional Offers • Promotional Look & Feel • Social Media Content • Email Content • Typography • Animations • Copywriting
Produced and designed as concept art for Tijuana Flats. January 2021.
Concept 1
WHAT: Provide a price point offer that plays off the 2/14 Valentine’s Day date.
Choice of:
• 2 Dos Tinga Taco Meals
• 2 Dos Taco Meals
• 2 Dos Tacos Mix & Match Meals
• 2 Mix & Match Meals
• 1 Tijuana Trio included
• Excludes Megajuana upgrades
WHY: Specifically targeting guests that already have the app to order or encourage new app users to download and order. Also aware of COVID-19 protocols. Average price of 2 taco meals curbside pickup is $23.92, plus the Tijuana Trio is $28.91 (25% discount)
CONSIDERATIONS:
• Price includes the more expensive option of steak. Could exclude to drive
lower discount
• Tax and gratuity not included
• Not offered for delivery because average cost is $29.16 + tax and gratuity
T&Cs: Offer is valid in app only. Not valid for delivery. Valid on Dos Tacos Meals and Dos Tacos Mix and Match Meals only. Valid only on February 12-14, 2021. Offer may vary by location. Tax and gratuity not included.
Concept 2
WHAT: Value driver to target a couple or two friends.
Choice of:
• 2 Tinga Burrito Meals
• 2 Tijuana Burrito Meals
• 2 Mix & Match Meals
• Excludes Megajuana upgrades
WHY: Encourages guests to visit our locations to drive traffic, but also keeping Covid top of mind through making the offer available for curbside pick up, as well.
CONSIDERATIONS:
• Average price of 2 burrito meals for dine-in or curbside pickup is $27.58 (27% disc)
• That includes the more expensive options of steak and also getting the
burritos ‘wet’. Can exclude these options to drive discount down.
• Tax and gratuity not included
• Not offered for delivery because average cost is $34.65 + tax and
gratuity
T&Cs: Offer is valid for dine in or carry out only. Not valid for delivery. Valid on Tinga Burrito and Tijuana Burrito Meals only. Valid only on February 12-14, 2021. Offer may vary by location.
Concept 3
WHAT: Free Tijuana Trio with purchase of any two entrées.
WHY: An existing offer that is familiar with guests. Offers a non price-point incentive to celebrate the holiday with us.
T&Cs: Offer is valid for dine in or carry out only. Not valid for delivery. Valid only on February 12-14, 2021. Offer may vary by location.
