Fonda Mexican

Brand Strategy provides clear direction for business growth

Fonda Mexican is a group of eight restaurants located in Melbourne and Sydney. Fonda have redefined Mexican in Australia, shifting market awareness from unhealthy Tex Mex to a healthier, more contemporary Fresh Mexican. Fonda are seen as market leaders, creating a vibrant and successful business model with high brand awareness, high brand loyalty and a high quality product served in beautifully designed restaurant spaces with the vibrancy and energy of a bar.

The Challenge

After 7 years of outstanding growth, Fonda was seen as a leader in the Australian hospitality sector. Like many successful businesses, having grown fast and being at the top of their game, the time was right for Fonda to ensure they had the clarity required to consolidate and take them through the next phase of growth.

The Strategy

Our approach started with understanding the business culture. We interviewed head office and restaurant staff, spent time in the restaurants and compared that to our deep understanding of the category and trends impacting the way consumers are dining out.

With a clear picture of the businesses strengths, weaknesses, challenges and opportunities we facilitated a strategy session with the client team, exploring and discussing each of the key dimensions of the business and customer experience. Through this process we ensured the many, varied perspectives were put on the table, discussed and a clear, shared vision for the future settled upon.

Delivered Value

The business value delivered for the project were:

01. Brand Definition Document.
A clear and agreed description of the key elements of the Fonda Mexican brand including; central brand essence, brand personality, belief system, core customer definition, and brand values. The value of this definition is the clarity it provides all staff to make aligned decisions on the future direction of the business.

02. Brand Strategy Frameworks.
A 60 page operational frameworks that translate the brand strategy direction into the way Fonda behaves in everything it says and does. The frameworks included: A comprehensive set of design principles for new restaurants moving forward, A clear decision making framework for menu (product) development, a framework for customer experience, and another for brand voice as well as several layers that are uniquely Fonda.

What makes or breaks an outstanding customer experience is what we serve or don't serve, how we treat our guests and how we design our restaurants. More than our logo, colours or tone of voice, that's what makes a brand. Truly Deeply's understanding of our business enabled them to deliver something that can add real value to the business. Their brand direction and guidelines went deeper than I'd expected it would. Their brand work provided us with the tools and framework we could actually implement and make decisions from that will significantly help us to successfully scale.

Tim McDonald
Founder, Fonda Mexican

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