Mexicano al 100 Rebranding and Marketing Project
Anders Ilves
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Posted Oct 6, 2025
Rebranded Mexicano al 100, doubling sales and boosting brand awareness.
Project overview
Mexicano al 100 contracted me for a turnaround project. The company had been losing money after the Covid crisis and wanted to do a full re-branding project to modernize the brand and rebuild their customer base, competing with other big brands of the foodcourts in the triple A malls in Mexico City.
The goal was to completely redesign the brand, all brand assets & start growing through promotion to at least double the sales.
The challenge
After Covid the rents grew exponentially and almost all the competition was taken up by huge international brands, setting for tough competition. Also the Mexican market has increasingly started preferring American brands making it tough for a solely Mexican brand to compete. Furthermore the brand had not upgraded itself for over two decades which put it considerably at disadvantage.
Process
Rebrand Concept – Designed a vibrant, authentic Mexican look together with a touch of american fast food style (rosa mexicano accents, cultural motifs, murals).
Storefront Design – Balanced tradition with modern fast-food appeal, keeping the core counter tiles and reworking layouts.
Marketing Activation – Rolled out promotions across:
On-site activations (combos, sampling of aguas frescas).
Digital campaigns (social media storytelling, food photography, limited-time promotions).
Community marketing (alliances with local influencers, UGC).
Customer Journey – Focused on enticing visuals, faster service, and a storytelling menu.
Results
Sales Impact: We managed to double the revenue within 6 months thanks to targeted promotions and the stronger brand pull.
Brand Awareness: Recognition as “the go-to Mexican fast-food spot” in Perisur.
Customer Loyalty: Repeat customers increased with a rise in family and group visits.
Operational Impact: Improved store flow and presentation boosted efficiency and average ticket size.
Conclusion
Mexicano al 100 became more than just a food stand — it turned into a brand experience. Through rebranding, design, and strategic marketing, the project showcased how targeting cultural shifts can drive both emotional connection and measurable growth.
