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Grupo Anderson's
Grupo Anderson's
Problem: Grupo Anderson’s, the largest restaurant company in Mexico, endeavored to aggressively expand into the US market. They searched for a stateside firm capable of managing this large endeavor, ultimately selecting to outsource their entire marketing department to Quantified Marketing Group. They presented with Señor Frog’s, a brand that has been around for many years, but was unrecognized in the US.
Solution: QMG conducted a marketing planning session with Grupo Anderson’s executives. They attained a solid understanding of the company’s goals, dreams and visions. The session also served to inform the executives of who QMG was and how they could enable Grupo Anderson’s to expand to the next level. The next step was to develop a strategic plan, including a rebranding, for the grand opening of the company’s flagship restaurant, Señor Frog’s located in Myrtle Beach, South Carolina. The grand opening took place in June of 2005 and included “Frogs Falling from the Sky” and a Guinness Book record breaker for the World’s Largest Pair of Underpants. It attracted a full house for the restaurant as well as local, regional, and national print and broadcast media attention.
Following Señor Frog’s first US opening, QMG began plans for the second restaurant opening in the U.S., taking place in Honolulu, Hawaii in the summer of 2006.
QMG is also spearheading the strategic development of three other Grupo Anderson’s brands to prepare them for a rapid U.S. expansion.
Result: Grupo Anderson’s now has a clear vision of its expansion plans in the United States for four of its brands, including Señor Frog’s, Carlos ‘n Charlie’s, a fast-casual authentic Mexican concept and a seafood concept.
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