The leadership team of Nuevo Modern Mexican came to us in 2014 in a serious time crunch. They had a concept for a top-notch upscale Mexican restaurant and had just closed on a fantastic location in downtown Akron. Unfortunately, beyond a great chef and a concept, they had no materials for a restaurant opening.
In addition to this tight timeframe, it was a requirement that their presence fit their upscale casual approach to Mexican dining, a new concept in Akron that needed to be emphasized to ensure a successful brand launch. Overall, they needed help on the core look and feel of their business to make sure they could stand out in a crowded food scene in Northeast Ohio.
The restaurant business is not a core industry for our team, but Nuevo’s partners and lead investor came to us via referral looking for complete creation of the brand, materials and inbound marketing strategy. After one taste of their food, we were in!
Starting from our design of the logo, we focused on making everything about Neuvo stick out so that the audience would understand this is not a typical Mexican restaurant. As we built core infrastructure pieces for them, we focused on making everything – the design of the sign, the color choices for the inside of the restaurant, the look of the menus, etc. – feel modern and of the highest quality. We reinforced this with the development of their website, making them one of the first restaurants in Akron with a functional mobile-friendly site. By allowing diners to make reservations for Nuevo on their smartphone via OpenTable, we set the stage from the initial web visit that this was not your run-of-the-mill Mexican restaurant.
From there, we concocted a full inbound marketing strategy for their first year in business. This strategy started with strategic advertising and customized, unique design work from our team that ran in publications like Travelhost. Using the momentum from those paid campaigns, we focused in on a social engagement strategy and helped identify opportunities to get feedback and ratings from happy diners.
Today, Nuevo diners book hundreds of reservations per month through the mobile site and the restaurant has become a fixture of downtown Akron as it approaches its two year anniversary. In fact, it’s grown so much that they are opening a second location in Cleveland in 2016, using the same brand materials, logo and website infrastructure we originally created for them.
On the inbound marketing side, our approach to their audience engagement strategy has helped them create and curate a powerful Facebook places page that features a 4.6/5 rating and more than 8,000 online check-ins.
We’re proud to say that the website design also generated good buzz for Nuevo: The Akron Beacon Journal used it in 2015 as an example for how community businesses can build a proper, mobile-first website. Additionally, Nuevo has been listed on several “Akron’s Best” lists for Mexican restaurants and won an OpenTable Diners’ Choice Award.
You can find out more about Nuevo Modern Mexican at nuevomodmex.com, or you can visit their Akron location at 54 East Mill Street. Keep an eye out for their Cleveland location coming in fall of 2016.