Maria & Enzo’s
Transforming the Brunch Experience into Double Digit Growth
Rebranding Maria & Enzo’s, a premier Italian-themed restaurant at Disney.
Maria & Enzo’s
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
To formulate the restaurant’s marketing plan, our strategy team leveraged a combination of quantitative and qualitative research. We utilized information about non-resident and drive market visitors to Disney Springs, transactional data from the restaurant’s POS system, and findings from primary research conducted with guests. As a restaurant branding agency, augmented by hands-on discovery activities and an audit of creative assets, we synthesized the data to yield actionable insights. These ultimately informed and supported our strategy: to rebuild the brunch’s brand identity from the ground up.
Strategy & Positioning
Naming & Architecture
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. These families value unique experiences with 68% saying that they’d be willing to pay for an experience they couldn’t get anywhere else. 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
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. With 45% of Local Residents stating that their smart phone was the most important device for internet access and 61% stating they visit a brand’s website before making a purchase, we knew creating a mobile site that had the impact of desktop was crucial. 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. We drove our messages through digital since research showed this audience is 25% more likely to click on an ad they see on a website than the average consumer.
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. Our research showed this group is almost 80% more likely than average to discuss restaraunts online so, by 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.
How we did it.
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 the new Sunday Brunch experience for our primary audiences.
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.