Innovative Marketing Strategies in Hospitality: A Case Study of Surcheros
Explore the marketing journey of Jami Horowitz Kimbrough through various hospitality brands leading up to Surcheros, and how innovative strategies are driving growth in the industry.
Photo by Melanie Deziel on Unsplash
Photo by Melanie Deziel on Unsplash
The Evolution of Marketing Initiatives
Jami Horowitz Kimbrough's career in the hospitality industry has been marked by a strategic evolution in marketing methodologies. Starting with renowned brands like The Coca-Cola Company and Tropical Smoothie Cafe, she experienced the dynamics of working with different scales and diverse budgets. This exposure enabled Kimbrough to understand the nuances of high-impact marketing while being resourceful with limited resources.
Innovative Brand Development at Surcheros
Upon joining Surcheros, a Southern Tex-Mex chain, Kimbrough embarked on a mission to redefine the brand's positioning and strategies. From addressing inconsistencies to proposing a comprehensive repositioning project, Kimbrough emphasized guest segmentation, fresh branded assets, and an off-premises dining strategy. This overhaul not only improved customer perception but also set the stage for menu innovation and development, catering to financial goals and guest preferences.
Photo by Melanie Deziel on Unsplash
Driving Growth through Research and Development
Kimbrough's focus on research and development at Surcheros highlights the brand's commitment to staying ahead of industry trends. By experimenting with catering offerings, introducing unique dessert options, and emphasizing fresh-made food under the 'Fresh Mex' concept, Surcheros has differentiated itself in the competitive Tex-Mex landscape. These initiatives have not only pleased customers but also showcased a positive impact on sales performance.
Embracing Digital Strategies and Third-Party Channels
Recognizing the importance of leveraging digital channels, Kimbrough emphasized a digital refresh, revisiting loyalty programs, and enhancing the brand's online presence. By partnering with platforms like DoorDash and utilizing paid media effectively, Surcheros successfully increased transaction rates and customer engagement. Kimbrough's insight into prioritizing conversion over brand awareness for smaller budgets demonstrates a strategic approach to driving immediate results.
Photo by Melanie Deziel on Unsplash
Future Expansion and Sustainability
With a vision to expand Surcheros from 30 to 100 restaurants in the next five years, Kimbrough's efforts in streamlining marketing and operational processes are key to sustaining growth. By focusing on Southern markets and investing in community-centric values, Surcheros aims to carry its hospitable ethos into new territories. Kimbrough's emphasis on kindness, community prosperity, and guest satisfaction reflects a holistic approach to brand development and expansion.
