REAL STUFF INSIDE
Authentic South American and Caribbean Cuisine El Porton Cafe opened in 2010. Jose Garcia, the owner, previously operated Café Venezuela, a 13-stool diner in Kansas City nearly a decade ago. Many of the same South American dishes that he served in that venue are now on the menu at El Portón Café, a space that housed a traditional Mexican restaurant before Garcia took over the lease in 2010.
“ Garcia's explanations of his dishes are passionate and alluring. I'd tasted the spicy beef concoction known as picadillo before but never heard it described with such wild abandon. The night I ordered it, Garcia delivered a poetic monologue, naming every sultry spice and piquant pepper. I wasn't sure whether I was expected to eat it or bathe in it.” —Charles Ferruzza, The Pitch
A story of relationships Ernesto Jimenez was born and raised in a small town called Anaco in Venezuela. He emigrated to the U.S. to attend The University of Kansas, and brought a few high school friends along with him. Ernesto kept somewhat close contact with his fellow Venezuelan’s all through the various stages of his life. He met his future wife, Mariela (who was also Venezuelan), and eventually they started a family and a life,
Eventually over the years Ernesto, his brothers and sisters, and the rest of their Latin American friends got their respective jobs. They spreaded far and wide across the country, some staying nearby each other, some not.
Thus, Ernesto’s brothers and sisters followed him to the U.S. from Venezuela, creating and connecting with more and more Latin Americans over the years.
This made staying connected more difficult.
It just so happens that Jose Garcia is one of the friends the Jimenez family had acquired along their journey,
and it just so happens Garcia owns a restaurant where they can eat meals reflective of their home country among friends and family.
Bringing people together Rosemary, an old friend of Ernesto’s, calls him up one day looking to catch up. Naturally, El Portón is the place to go because it serves the most authentic South American food in the area. Friends are reunited over savory lunch.
Eventually over the years Ernesto, his brothers and sisters, and the rest of their Latin American friends got their respective jobs. They spreaded far and wide across the country, some staying nearby each other, some not.
This made staying connected more difficult.
Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.�
—Howard Schultz
El Portón Cafe is already a thriving success, but there are a few factors in the way of expansion and improvement.
1. 2.
Lack of Material
3.
Funds
With word of mouth being El Portón’s main source of public relations and
Garcia plans to advance his
marketing, there is plenty of room to expand upon the countless varieties
culinary and management
of media and brand touch points.
skills into different mediums such as shelves at Price
Approachability
Chopper. There is also room
Future customers could potentially overlook El Portón simply because
for physical expansion as
they are not aware of the services and opportunities it provides. Not
well as advertising.
enough marketing means not enough customers. Additionally, El Portón does not have much to offer for kids.
Potency against competitors Taco Bell
STRONG
Mi Ranchito
El Portón Café Kokopelli
Chapala
Chipotle
Jose Pepper’s
Don Chilito’s
weak
The signage has potential to be more representative of El Port贸n.
Pushing further Table toppers are effective, but has room to engage the customer further. There is also potential for kids style menus as well as other varieties of table toppers, not just specials and desserts. The current brand materials are effective. With increased volume of collateral and expansion of applications, an increase in sales and product awareness could most certainly be predicted.
Percieved Movement Chipotle
DYNAMIC
El Portón Café Kokopelli
Mi Ranchito
Chapala
Jose Pepper’s
Taco Bell
Don Chilito’s
static
To have a relatively neutral percieved movement is not necessarily a bad thing. But, in order to take El Port贸n to the next level, an increase in dynamism would do well to attract new customers and excite existing ones.
Neutral Percieved Movement Location Preconcieved notions
Potency
El Portón Café Taco Bell
STRONG
Mi Ranchito
Chipotle
Kokopelli Chapala
Jose Pepper’s
Don Chilito’s
weak
Where we want to be.
How do we get there?
Functional I can treat myself to delicious South American and Caribbean cuisine at an affordable price as well as accomodate my family with the variety of choices.
Social I can plan gatherings with friends and co-workers as well as have the opportunity to meet new members of the community with similar backgrounds and interests.
BRAND MIND SPACE
Spiritual Learning about authentic South American and Caribbean culture broadens my perspectives and enlightens me to rich cultures of those countries.
Mental I feel welcome because I am known by name and treated with respect. I am consistently intruiged by the variety of activities and dishes available.
Product
Mission
Being engulfed in a hub of friendly South American Culture while enjoying South American food with friends and family.
To unite South Americans in the community, provide quality meals, and garner knowledge and awareness about South American culture to the community.
Positioning Authentic South American dishes as well as a variety of live music acts, events, and insightful branding to establish this business one-of-a-kind.
Style Warm, friendly, and culturally rich atmosphere immediately embraces the customer upon contact with the brand.
THE BIG IDEA
Vision To be the cornerstone for South American culture in the area and to educate the public about South American culture.
Values Is delicious Is uniting Is enlightening
How about here?
IT TAKE?
WHAT WILL
simplify it
Standard
Brazil
Argentina
Columbia
Venezuela
Dominican Republic
27 81 91 22
77 68 16 3
10 18 47 0
45 73 85 64
Port贸n Slab