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Brickhouse
Brickhouse
Challenge: Brickhouse, an existing restaurant chain based in Mexico City, had been struggling with establishing a strong brand identity in order to set it apart from other concepts in the competitive restaurant industry. Its parent company, Corporación Mexicana de Restaurantes (CMR), the largest publicly-held restaurant company in Mexico, asked Quantified Marketing Group to create a new marketing strategy and design for Brickhouse – something both high-end and profitable – to serve as a growth vehicle for the company.
Solution: QMG repositioned the restaurant as an upscale bar and grill, featuring brick oven pizza and traditional grill items in an authentic American menu. Brickhouse will also serve as a brewery, featuring 20 beers on tap and a private outdoor beer garden. The new atmosphere is reminiscent of an industrial warehouse set in the 1930’s San Francisco Prohibition Era. Brick walls, concrete floors and metal and copper accents give the space an industrial feel, while contemporary elements, such as fine furniture, fabrics and wood accents create an upscale atmosphere. QMG not only redesigned Brickhouse’s interior and exterior, but also developed its uniforms, menu, training programs and Web site to support the new concept.
Result: The brand identity confusion Brickhouse used to have is now part of the past, and the executive team is excited about the new direction. They are rebuilding the existing locations and are considering opening several more based on the new concept. With current trends toward cultural immersion, authentic dining and trading up, this original concept is sure to prove successful.
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