Pollo Campero has selected Reynardus & Moya to develop marketing, public relations, and promotions plans for the launch of the Latin American fast food chain in New York City. Terms of the contract were not disclosed. Reynardus & Moya beat out four other New York-based Hispanic agencies.
PCNY, the New York franchisee for the fried chicken purveyor, will open the first restaurants in Queens and Brooklyn this June. There are plans to open six restaurants in the area over the next 12 months.
Maria Romeu, Reynardus & Moya's director of PR, said the agency plans to use a variety of promotional vehicles, including grassroots promotion, guerilla marketing, some outdoor events, media outreach, and a grand opening with a ribbon cutting event and attendance by Central American diplomats and local, city, and state politicians. The firm will also be developing print and radio advertising campaigns.
"We're going to try to get some serious coverage out there in the [Hispanic] community to let people know that Pollo Campero is coming," Romeu said. "We're reaching out to broad and complete constituencies. This is a vital business for these communities."
She added: "The PR focus is that this is one of most successful retail family-style restaurants and has been equally successful in the US. It's a product and brand that has loyalty from nine nationalities and all of those nationalities exist in the New York City area."
Romeu said she believes the restaurants will also have a large fan base among non-Hispanics.
Pollo Campero, which originated in Guatemala in 1971, introduced its first American restaurant chain in Los Angeles in April 2002 and achieved $1 million in sales after only 47 days of operation. The chain has subsequently launched 10 additional restaurants in Houston, Washington, DC, and Dallas/Ft. Worth.
Romeu said that people visiting relatives in the US have been known to bring buckets of the restaurant's traditional chicken on their plane. "One airline had to ban it," she said. "Another airline created special containers for the chicken. We feel that truly reflects the market expectation."
According to the 2000 Census, Hispanics represent the largest ethnic minority in New York City, with 2.16 million people.
"There is a large Central American community in the New York market who know and love this brand from home, and who will be our customer base for these new restaurants," Rodolfo Jimenez, VP of marketing for Campero International, said in a press release.
Reynardus & Moya has developed Hispanic marketing programs for clients such as Procter & Gamble, Coca-Cola, General Motors, and Anheuser-Busch