Work

Maria & Enzo’s

Capturing the
Spirit of Italy.

Rebranding Maria & Enzo’s, a premier Italian-themed restaurant at Disney Springs, Florida.

Maria & Enzo’s

The Challenge

The Challenge

Patina Restaurant Group, a global restaurant owner with high-end establishments in locations like New York City, was seeking a creative partner. They needed to reevaluate and rebrand an underperforming Sunday Brunch offering at Maria & Enzo’s, a premier Italian-themed restaurant at Disney Springs. As a restaurant marketing agency, we were excited to capture the Italian spirit and entice consumers to taste “la dolce vita.” We gladly accepted the challenge of transforming the brunch experience from bland to “Ciao bella!”

Maria & Enzo’s

Our Strategy

Our Strategy

Starting with in-depth research, our strategy team began formulating our restaurant marketing plan. We began by analyzing POS data and audience research while other teams led hands-on discovery activities and creative audits. As a restaurant branding agency, our goal was to rebuild the brunch’s brand identity from the ground up. We discovered that brunch goers are looking for a singular experience above all other brunch features. In terms of creativity, we were told the sky was the limit. So, after creative briefs and audience analysis documents were packaged and distributed, our teams began researching art styles, typography, and photography from mid-century Italian and Sicilian design sources. This informed our overarching concept, including hand-drawn illustrations, custom patterns, expressive messaging, and joyful visuals that brought color, excitement, and humor to the table. This started with a new name and tagline for the offering: “Have Amoré Sunday Brunch,” where you can “Dolcé the Day Away!”

Services Used

Audience

Audience

Audience Analysis
Consumer Insights
Audience Segmentation
Look-a-like Modeling
Market Intelligence

Branding

Branding

Strategy & Positioning
Persona Building
Naming & Architecture
Identity
Messaging
Implementation
Environments

Creative & Production

Creative & Production

Campaign Creation & Development
Integrated Media
Adaptable Creative
Copywriting
Website Development

Media & Analytics

Media & Analytics

Media Planning & Buying
Digital Targeting Services
Paid Search & Social
Real-Time Monitoring & Tracking
Conversion Optimization

Campaign Core

People crave unique dining experiences.

Reaching Our Audiences

Research findings prompted our team to target two primary audiences: families and the downtown brunch crowd. We then further segmented the family audience into tourists and local residents in order to micro-target by location.

Families: Tourists

Families: Tourists

This group consists of families that travel to Walt Disney World to experience something incredible. Our bright and colorful branding evokes feelings of fun for the whole family while promising a memorable dining event. To effectively reach an audience that would be interested in brunch at Maria & Enzo’s, we geotargeted the resort areas as well as International Drive and Kissimmee, where the majority of home rentals are located.

Families: Local Residents

Families: Local Residents

Growing tired of the usual options, this is a group looking for something entertaining but worth the price. Our “Have Amoré” brunch was the perfect solution to breathe new life into weekend dining for locals. Our team focused this geotargeting strategy on Southwest Orlando (including Winter Garden and Windermere) while communicating with families in both Spanish and English to improve results.

Downtown Brunchers

Downtown Brunchers

Always looking for a hot new spot to gather on the weekends, this is a group with high-end tastes. They see a trip out to Disney Springs as a special effort—and need to be convinced of the value of the “Have Amoré” brunch experience. Leveraging local brunch group pages, lookalike targeting, and geotargeting with pinpointed custom messaging, we were able to drive significant traffic to our brunch landing pages.

Build Out

How we did it.

Build Out

As a restaurant marketing agency, we provided a new name, visual identity, in-restaurant experience, menus, staff scripting, and on-site signage, that creatively brought the vision of the Sunday Brunch experience at Maria & Enzo’s to life. Our creatives started by renaming the existing brunch to the new “Have Amoré Sunday Brunch,” where you can “Dolcé the Day Away!”

From there, our team explored brand identity, expanded brand visuals, and initiated brand implementation processes. Consumer data, along with our own creative findings, drove our restaurant marketing strategies. Our creative team developed full advertising campaigns and media buys that covered print, out-of-home, and digital media. All to raise awareness of new Sunday Brunch experience for our primary audiences.

Brand:

We rooted our design for the new brunch identity in a vibrant color palette, inspired by our research of 1930s and 1940s Italian and Sicilian art styles. This period is the backdrop for the brand story that Patina Restaurant Group wanted to tell about the creation of their restaurant. We gave the story new life and expanded it to become more exciting and relatable to our brunch audiences. The story uses period-appropriate typography with messaging that captures a playful, modern-day tone. Designs are accented with custom illustrations, iconography, and patterns that infuse them with a warm, personal sensibility. The result is a welcome contrast to the original brand identity that featured deep, rustic reds that defined the restaurant’s evening white-table-cloth dinner service. The joyful new look is casual and playful, yet sophisticated and glamorous… a blend of styles that’s attracting many customers each Sunday morning.

Digital:

Our digital deliverables leverage unique imagery and data-driven messaging to bring the new brunch brand to life. Utilizing in-depth consumer analysis and marketing performance tracking, we implemented personalized ad sets narrowly geofenced for each audience segment. Informed by attribution analysis, our placements resonated deeply with each market. To bring prospects through the entire buyer’s journey effectively, we crafted performance-based landing pages that connect to OpenTable. This strategy helps increase conversion rates and generate more business by moving customers directly from interest to action. To generate high-value leads, we highlight classic Italian dishes and drinks both on collateral and landing pages. This differentiates the “Have Amoré” brunch, increases brand awareness, and encourages advocacy.

Experiential:

As a restaurant marketing agency, we focus on creating a cohesive customer experience. In this case, we designed physical pieces that immerse customers in all that this fresh and bright brunch has to offer. From attention-grabbing outdoor furniture to branded coasters, our experiential pieces complete the atmosphere and give the “Have Amoré” brunch a rich, substantial feel.

Color Palette:

Results

The new “Have Amoré” brunch brand has created strong returns in brand awareness, brunch attendance, and revenue. By giving a unique identity to this weekly event, our restaurant marketing agency initiated a conversation in the community that centered on the value of a themed brunch experience. With creative marketing ideas, restaurants like Maria & Enzo’s can reach new levels of profitability. Leveraging digital marketing campaign analysis, our team optimized placements to connect with consumers on the platforms that delivered the highest returns at the lowest ad spends. This led us to the Facebook Mobile News Feed, which ultimately generated nearly half of our early conversions. The Patina Restaurant Group was impressed with the development and launch of the new sub-brand, and we look forward to working with them again in the future.

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