Mexican House, founded by Miguel Benitez, aimed to establish chains of Latin restaurants in Canada, particularly in London and Leamington. The restaurant sought to make a wide variety of Mexican and Spanish-inspired delicacies and beverages available to the residents of these cities at affordable prices. With Leamington having the highest percentage of Latin Americans in Canada, the market presented a unique opportunity to cater to a diverse and culturally rich community. Additionally, the Canadian foodservice market's projected growth and the increasing demand for Mexican cuisine highlighted a promising market for Mexican House's expansion.
Intense Ontario Restaurant Industry: The Ontario restaurant industry is highly competitive, requiring Mexican House to differentiate itself creatively and proactively to meet customer needs and satisfaction.
Market Penetration and Expansion: As Mexican House aimed to open franchise restaurants all over Ontario and in other key cities in Canada, navigating the complexities of expanding the business and maintaining consistent quality across locations presented a significant challenge.
Cultural Adaptation: While there is a demand for ethnic cuisines in Canada, ensuring the authentic taste and experience of Mexican and Spanish-inspired delicacies may require careful cultural adaptation and localization.
Avvale partnered with Mexican House to develop a comprehensive strategy that would address the key challenges and position the restaurant for success in the Canadian market. The approach involved:
- Market Analysis and Targeting: Avvale conducted in-depth market analysis to understand the trends and preferences of the Canadian foodservice industry, especially the growing demand for Mexican cuisine. The research also identified potential locations with a significant presence of Latin communities.
- Developing a Unique Value Proposition: Avvale worked closely with Miguel Benitez and the team at Mexican House to craft a unique value proposition that would set them apart in the competitive Ontario restaurant industry. This included emphasizing their diverse and authentic menu offerings, along with exceptional customer service.
- Marketing and Branding Strategy: Avvale developed a marketing plan that leveraged both traditional and digital channels. This included placing advertisements in newspapers, TV stations, and billboards to create brand awareness. Social media platforms like Instagram, Facebook, Twitter, and TikTok were utilized to engage with potential customers and build a strong online presence.
Developing a Compelling Investment Opportunity
Avvale showcased Mexican House's historical achievements, tracing Miguel Benitez's journey in the restaurant industry from Mexico to the United States and finally to Canada. The investment opportunity highlighted:
- The restaurant's proven success, having served over 1000 customers at the shopping mall and generated revenues ranging between $100,000 - $150,000.
- Miguel Benitez's ambitious plans to expand the business and open franchise Latin restaurants across Ontario and other key cities in Canada over the next 3-7 years.
Developing an Execution Strategy
Avvale collaborated closely with Mexican House to devise an execution strategy that would ensure successful market penetration and expansion. The strategy involved:
- Hiring and training qualified staff to manage the growing business and maintain consistent quality across all locations.
- Focusing on customer needs and satisfaction by offering a wide variety of Mexican and Spanish-inspired delicacies and providing excellent customer service, live music, and entertainment.
- Leveraging existing corporate networks and developing relationships with Latin communities, businesses, event planners, religious centers, and schools to provide catering services for large-scale functions.
With Avvale's strategic guidance and collaboration, Mexican House successfully positioned itself to bring the authentic taste of Mexico to Canada. By differentiating itself in the competitive Ontario restaurant industry, targeting key locations with a significant Latin American presence, and offering a unique value proposition, Mexican House is well-prepared for growth and expansion. As the Canadian foodservice market continues to evolve, Mexican House's commitment to delivering exceptional food and cultural experiences ensures it remains a sought-after destination for customers seeking an authentic taste of Latin delicacies and beverages.