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:

  • Drives app acquisition & usage

  • Uses attractive price point (value) to drive purchase intent

  • Taking advantage of Valentine’s Day being on a Sunday, extending offer to 3 days to encourage weekend traffic

  • Offer exclusive for curbside pick up only to aid with COVID-19 protocols

Offer Considerations:

  • Pricing of Dine In vs Curbside Pickup vs Delivery 

  • 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.

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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.

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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.

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© 2021 by Sara Renfroe