Team 4

Oscar Ramos

Ligia Evelyn Osuna

Mario Del Bosque

Alejandro Garcilazo

Samir Fallad Cortez

04/29/19
 TABLE OF CONTENTS

Executive Summary ................................................................................ 1

Introduction .......................................................................................... 2

Company Description .............................................................................. 2

Business Mission .................................................................................... 3

Explanation of Product and Service ............................................................ 3

Business Model ...................................................................................... 5

Environmental Analysis ........................................................................... 5

PESTEL Analysis ................................................................................... 5

SWOT Analysis...................................................................................... 6

Porter’s 5 Forces Analysis ........................................................................ 7

Market Research .................................................................................... 8

Brand Personality and Positioning Map ...................................................... 10

Marketing Objectives ............................................................................. 12

Marketing Strategies .............................................................................. 13

Marketing Implementation ...................................................................... 16

Financial Projections .............................................................................. 17

Evaluation and Control ........................................................................... 18

References ........................................................................................... 19

Appendices .......................................................................................... 20

Qualitative Questions ............................................................................. 39

Executive summary

Taco Palenque (TP) will be the latest, fast-casual Mexican food restaurant located at 1414 W.
University Dr. Edinburg, TX 78539. Taco Palenque will offer beef or chicken fajita plate, salads, burritos,
enchiladas, and quesadillas. They will also offer their famous breakfast tacos such as potato and egg, ham
and egg, chorizo and egg, barbecue, and more in a friendly family atmosphere. Taco Palenque also offers
a variety of homemade salsa flavors such as pico de gallo, salsa roja, guacamole, and other traditional
Mexican salsas in a salsa bar presentation with free chips. Taco Palenque is family owned and operated
by Juan Francisco Ochoa and the Ochoa family. They have over 40 years of experience in the food
industry as well as understanding of the food quality, consistency, and traditional flavor. Besides Taco
Palenque, the Ochoa family also owns El Pollo Loco in Mexico and Palenque Grill in the US. Taco
Palenque was founded in 1987 in Laredo TX. There are several Taco Palenque restaurants operating
throughout Texas cities such as Edinburg, McAllen, Mission, Palmhurst, Weslaco, Harlingen,
Brownsville, Laredo, Houston, San Antonio and New Braunfels. Some of Taco Palenques’ main
competitors in the Mexican food market are the following: La Taquiza, Taqueria La Mexicana, Taqueria
El Zarape, Taco Bell, El Pato and Gorditas Dona Tota. This business attracts customers with a unique
experience in the Mexican food industry and distinct products such as the fresh Mexican flavored drinks,
Jamaica and Horchata. TP also offers a variety of salsas and diverse tacos served throughout the day with
a full-time service of 24 hours 7 days a week. Taco Palenque allocated an initial investment of $4,000.00
dollars in marketing and advertising for the new location during its first three months in business. A
marketing strategy and implementation was created to help Taco Palenque start and continue with
sustainable profitability. A proposed long-term strategy with the UTRGV Athletics department has been
advised to solidify partnership with the University. Financial projections paint a conservative profitable
picture. Note that estimated (fictional) values have been added for the location revenues and expenses.
Marketing and advertising expenses are calibrated according to our marketing strategy.

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Introduction

The new location for this Taco Palenque restaurant has one thing in mind, and that is hungry
university students. University drive is prime real estate for fast food options, this makes the market very
saturated for restaurants offering burgers, sandwiches, and tacos (your typical fast food options). Catering
to the majority Latino population and entering the Mexican food market makes sense, people want
something nearby, that they are familiar with, and that above all they will enjoy. Geographic location and
the demographics of the local area makes this Taco Palenque location highly likely to succeed. The
owners of Taco Palenque have 5 locations scattered throughout McAllen and one in Edinburg, this
disparity is another reason why Taco Palenque has opted for a new Edinburg location and this also
explains why the marketing budget is not as big as you would think. Taco Palenque has built a presence
in the valley over years of work and serving spectacular food, they’ve sowed their own oats and are
reaping the benefits of their own brand recognition. They’ve worked hard the past few years to expand
their business, therefore marketing efforts are not an overly expensive part of their budget, nevertheless
they have allocated four thousand dollars to launch a marketing campaign, including handing out coupons
to the first two hundred customers, they also have future plans to sponsor UTRGV athletic games in
return for special mentions and recognition to the crowds they will be hosting. Partnerships with the
university and focus on appealing to the college crowd will certainly be beneficial to the company given
its proximity to the university, not only do college students attend these games that will be sponsored but
also their parents, faculty, and nearby professionals interested in school events, the importance of
community outreach cannot be understated.

Company Description

Taco Palenque is a company that has grown massively from humble beginnings, in essence, it is
the American dream that every entrepreneur hopes for, but in this case this dream had a Mexican flavor.
Originating in Mexico, the company’s roots come from selling roasted chickens on the side of a busy road
to workers and travelers. After much success, the owners expanded to Texas, knowing the Latino
population of South Texas would have an appetite for their products they quickly expanded to owning a
handful of locations throughout the Rio Grande Valley, all serving hungry customers, twenty-four hours a
day. The company specializes in Mexican favorites, such as tacos, whether they be for breakfast, lunch or
dinner, and staples of Mexican cuisine such as charro beans and Spanish rice, all prepared quickly to

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make the sale and feed the next hungry customer in line. American culture is one of having a busy work-
day for the majority of people, this often means not having the time to prepare a home-cooked meal every
day, this culture is blended with the Rio Grande Valley’s densely Latino population to create a large
prospective clientele net for Taco Palenque. Since its origins in its mother country of Mexico, the
company has grown and thrived by feeding on-the-go consumers, naturally this is the same concept they
will apply to all their locations in the Rio Grande Valley, with the new location specifically located to
attract nearby college students, faculty, not to the mention the Edinburg courthouse and other professional
establishments within this proximity.

Business Mission

Taco Palenque business mission comes from the owner Juan Francisco Ochoa, known as Don
Pancho, who had a passion for Mexican cuisine and wanted to bring that flavor into the United States. His
goal was to create the ultimate place for families to enjoy delicious, unforgettable and authentic Mexican
food, all while having a family-friendly place to create good memories. On its new location next to
UTRGV, Taco Palenque aims to attract the huge market share of students that live around the area and
attend the university, while delivering excellent quality of food and great ambient, TP plans to create the
best spot for students to enjoy a good meal and have a good time.

Explanation of Product and Service

Taco Palenque offers a wide variety of products inside the food industry; it focuses on the
production of tacos as its main product with a variety of ingredients to play with but also offers parrilladas
for bigger parties such as families or groups of 3 or more. Its menu does not stop in those two; it also
offers breakfast options, quesadillas, full plates with entrees, enchiladas, burritos, bowls, some Mexican
desserts as well as fountain drinks. Taco Palenque offers all said menu options with fajita, sirloin, chicken
fajita, and carne al pastor, while on breakfast it counts with all kinds of egg combinations as well as
barbacoa. It also offers combos for people looking to spend less on a more substantial meal, overall TP
offers options for every client taste buds and budget.

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 First Page of TP Current Food menu

Second Page of TP Current Food menu

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Business Model

Taco Palenque business model is of food service, they rely on dine in as well as take out through
the drive thru. They use Mexican cuisine to attract the large percentage of Hispanic families that live in
the valley as well as cities more north on Texas, such as San Antonio and New Braunfels. While talking
to the owner of Taco Palenque, he stated that they focus on buying the best fajita in the market; they want
to be recognized as a family-friendly place but also for its quality on food. They prepare most of its
ingredients at home. For example: the tortillas they use are made at Taco Palenque and they produce over
10 million tacos per year. They also offer catering services; it can be for family parties or more formal
events, for example they catered at the UTRGV MBA event this spring 2019. For instance, TP delivers
exceptional service with delicious home-style food for all the members of the event, the members for the
events can range from two person to as many as needed to be feed. Taco Palenque forms part of a large
chain of restaurants, it counts with many locations all around Texas and its part of a larger family of
restaurants, this family consist of Taco Palenque, Palenque Grill, Pollo Palenque and Pollo Loco.

Environmental Analysis

PESTEL Analysis

A Political, Economic, Social, Technological, Environmental and Legal factors (PESTEL)

analysis has been prepared to review the environment that surrounds Taco Palenque. The identification of
Political, Economic, Social, Technology, Environment & Legal variables that intervene, give the needed
view to determine what specific elements are of most relevance.

Political Economical
● Edinburg major is in favor of new ● TP has show a high increase of locations
businesses in the area and enjoys during its expansion since 1987
Mexican cuisine himself

Social Technology

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 ● High volume of Mexican culture families
lives in the valley.
● Consumer preference towards Mexican
cuisine in the area.
● Development of new application for
consumers.
● Collaboration with food delivery
companies in the area such as doordash
and bite squad

Environment Legal
● Taco Palenque does not follow any ● Taco Palenque follows health and
special garbage disposal technique but safety laws of Texas as well as
follows the regulations of Edinburg waste employment laws
department

After reviewing the different factors in the PESTEL analysis, Social has a big impact in the future
of Taco Palenque. Mexican culture and the love the people of the Valley have for its Mexican cuisine is
one of the most powerful advantages Taco Palenque have, it relies on it due to the high amount of
nostalgia people have toward Mexican food and how much its consumed in the area.

SWOT Analysis

Taco Palenque has strengths to potentially attract more customers with a great experience in the
Mexican food industry, quality and distinct products such the fresh Mexican flavored drinks. Taco
Palenque needs to look at their weaknesses and figure out how to implement changes to improve.

Internal Factors

Strengths Weaknesses

● Quality of food ● Missing waiters

● Location proximity to UTRGV
● Family friendly atmosphere (see figure 26)
● Experience in the Mexican Food Industry
● Competitive Mexican flavored drinks such
as Jamaica and Horchata
● Salsa bar with free chips (see figure 24)
● Open 24 hrs. 7 days a week
● Free Wi-Fi
● Safety and security improvement the fire
extinguisher was missing at Mission location
(see figure 30)
● No variety of healthy food options
● Tacos served in foil paper and not on a plate
when dining in
● Cleanliness and appearance of the restaurant

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 ● Online ordering ● Maintenance supplies in front of the
● Community involvement customers view
● Usage of the same cleaning towel to clean
the tables

External Factors
Opportunities Threats

● Other Mexican restaurants closing ● Uncertainty of consumer preferences

● Rising inclination for healthy foods ● Health conscious awareness
● UTRGV Corporate Sponsorship ● Lower price Mexican restaurant options
opportunities with Intercollegiate Athletics
● Predominant Hispanic population
● Sustainable business involvement

Porter's 5 Forces Analysis

Competition in the industry: Taco Palenque will have several competitors in the Mexican Restaurant
Industry. The following are the main competitors located on University Drive in Edinburg, TX: La
Taquiza, Taqueria la Mexicana, Taco Bell, El Pato, Gorditas Dona Tota and Taqueria el Zarape (See
figure 5, 6, 7).
However, Taco Palenque is a strong competitor with a lot of experience in the Mexican restaurant
industry. According to our focus group statistics 53.7% of UTRGV staff/students buy food off campus,
54.5% are not satisfied with the variety of food on campus, 74% like Mexican cuisine and 53.6%
student/staff think that what they pay for food is a fair amount (See figures 10,11,12,13). Taco Palenque
needs to take advantage of this potential market and attract and keep loyal customers coming back.

Potential of new entrants into the industry: Taco Palenque needs to differentiate its products from
other restaurants because Mexican restaurants tend to have the same characteristics and style. There is a
potential for a new entrant to the Mexican Restaurant Industry since starting a business in the Rio Grande
Valley is an excellent opportunity due to the geographic location, skilled workforce and low tax burden.

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Power of suppliers: We would like to know this information. However, in a meeting with the owners of
Taco Palenque they decided not to share this information, because they considered it private.

Power of customers: Customers have different options and preferences to eat Mexican food in the area
on University Drive in Edinburg TX. For example, La Taquiza restaurant is well known for the non-
greasy tacos, fresh handmade tortillas are a great option for health-conscious customers. However, they
don’t offer breakfast and their hours of operation are from 11:00 am to 10:00 pm. Taco Palenque offers
breakfast tacos such bean and egg, potato and egg, taco a la Mexicana, etc. for the price of $1.19 from
6am to 11:00 am. Customers can still order tacos after the special hours for the price of $1.79. Taco
Palenque advantage is serving breakfast and their hours of operation of serving customers 24 hours 7 days
a week (See figure 22). Taco Palenque has the potential to get more customers and be able to compete
because of their extended hours and specially priced tacos in the mornings.

Threat of substitute products: Customers want to save money eating out every day and they prefer to
make their own lunch. Our focus group statistics reports that out of 530 responses, 35.3% of
students/staff pack their own lunch (See figure 9). Also, customers could go to convenience stores, local
grocery store and purchase ready to cook tortillas and frozen meat that are ready to heat in the microwave.
This could be a potential threat to Taco Palenque.

Market Research

To complement our market research activity 2 Focus Groups were conducted, a total of 10 people
were interviewed to gather a special insight for their preference in food. The groups had representation
from the Hispanic community and international non-Hispanic, ages ranged from the mid 20’s to 50’s,
graduate and college degrees, students and administrative work personnel (See figure 17-18).

These are the top topics researched:

● Type of food style preference (Mexican, American, Asian, Vegetarian, etc.).
● Consumer habits for prepared meals or purchased.
● Favorite food or dish.
● Preferred dining place.
● Awareness of Taco Palenque restaurant. Things enjoyed and for improvement.

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The most relevant things gathered from this focus group activity were as follows:

● Food prepared at home is mostly preferred due to taste and economic reasons.
● UTRGV Students and working people have limited time to consume their meals, they frequently
rely on quick serve places.
● Food preference style and ethnicity of the person go together. Mexican style food is preferred by
Hispanics.
● Students from UTRGV prefer to eat tacos at “La Taquiza” and “La Mexicana”, this is due to
flavor being more like in Mexico.
● People perceive “Taco Palenque” as having their own style and not as true Mexican food flavor,
however their Tex-Mex style is liked. If Taco Palenque comes they will visit and very likely their
preferred restaurant will remain unchanged.
● There is an improved customer experience suggested for Taco Palenque: a) Waiter service
delivers the order and walks away, there is not continued service at table. b) Tacos are always
served wrapped, it feels like deliver and you will walk out. c) Restaurant housekeeping can be
improved, they are dirtier in dining area and can improve in restroom area cleanliness as well.
● Taco Palenque is perceived as being a little more expensive.

Another component of the market research was the online survey with about 140 responses from
UTRGV students and staff. Social media was used for the online survey such as Facebook groups,
WhatsApp, and email. One of question regarding Taco Palenque was “when it comes to the restaurant
Taco Palenque (TP), select all that apply to you” (see figure 15). The following are the most relevant
results from the online survey:
• 18.6% - I don’t go to Taco Palenque because of the price.
• 12.1% - I have never been to Taco Palenque before.
• 40.2% - I go to Taco Palenque because of its drive thru option.
• 24.3% - I go to Taco Palenque because of it’s a family friendly atmosphere.
• 40.7% - I go to Taco Palenque because of the 24-hour service.
• 41.4 % - I go to Taco Palenque because of the free chips and salsa bar.
• 54.3% - I go to Taco Palenque because of the quality of the food.

Four open-ended questions were asked to collect qualitative insights about TP and more. Refer to the
Appendices (Pages 39 – 45).

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Brand Personality and Positioning Map

In this evaluation of the Taco Palenque brand personality, the theory from Aaker (1997) will be
applied so there exists a basis from which to measure the personality of the brand. Aaker (1997) states
that there are five facets of brand personality; sincerity, excitement, competence, ruggedness, and
sophistication. Each of the dimensions is further divided into extended attributes, and should a product be
characterized by these, it may be called one of the five (of course, a product may be more than one though
not all five).

When assessing Taco Palenque, it becomes clear that sincerity is the strongest personality facet
due to the honest, wholesome, and cheerful perception of a Mexican family friendly restaurant. A
secondary personality factor that can be attributed to the Taco Palenque brand is also evident. Primary
research via our focus groups tells the team that the brand is perceived as slightly upper-class/expensive,
thereby making Taco Palenque Sophisticated. Secondary research on social media indicates that Taco
Palenques’ brand persona can be defined as traditional, trendy, and storyteller.

Two dimensions have been selected to help define Taco Palenques' current positioning in the
consumer's mind: the likeliness to visit the restaurant and the price perception of the consumer. The
following positioning map data was collected via online surveys. Taco Palenque and its main Edinburg
competitors have been placed in the quadrants concurrent with the criteria selected:

● Likely to visit & higher price (quadrant 1)

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● Not likely to visit & higher price (quadrant 2)
● Not likely to visit & lower price (quadrant 3)
● Likely to visit & lower price (quadrant 4)

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Marketing Objectives

The following objectives add up to $4,000 dollars invested in advertising for Taco Palenque’s new
location on University Drive in Edinburg, Texas. Aggressive marketing efforts will run during opening
week and up until the last day of the three months of promotions.
● Increase Annual Sales Revenues at the new Edinburg Location by at least 10% over the next five
years.
● Double 2019’s profits by the end of the five-year mark (2024) at the new Edinburg Location.
● Connect UTRGV students and the Edinburg Community with TP’s Social Media Platforms by
engaging them in digital campaigns through Digital Evangelists (UTRGV Students working as interns
for TP).
● Educate customers about TP’s new coupon strategies and Student ID Discounts during slow seasons
and day periods.
● Create a special product for UTRGV students called, “the vaquero taco” priced under $3 dollars for
those who show their Student ID.
● Encourage a long-term relationship with the UTRGV Athletics department after a year of opening.
● Reach UTRGV students with $500 online advertising (Instagram and Facebook) with a 5%+
conversion rate during opening week in the new Edinburg location.
● Reach UTRGV students and Edinburg residents with $1,000 online advertising (Instagram and
Facebook) with a 5%+ conversion rate (Percentage of customers going to the restaurant while the ad
runs) during the next three months after opening week at the new Edinburg location.
● Spark customer impressions and word of mouth by investing $1,000 dollars in an Instagram coupon
challenge campaign. The first 333 people get a free Taco Pirata! Assuming that TP’s cost to produce
a Pirata is $3.
● From the Positioning Map, move price perception of UTRGV students closer to the X axis (yellow
dot) by providing sales promotions via print coupons in the University’s newspaper (The Rider)
during the first month of the new TP location. A half-page ad with coupons running in “The Rider”
for 4-5 weeks requires a $1,000 investment.

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Marketing Strategies

Target Market
The market selected is based on the predominant consumer groups in the geographic area surrounding
Taco Palenque at the UTRGV Edinburg, TX location. The restaurant is conveniently located across the
street from the campus main entrance (See figure 8).
These consumer groups are:
● UTRGV Student (Primary)
● Edinburg, TX Residents (Secondary)
From market information obtained via Focus Groups interviews (See figure 17 and 18), Social Media
(See figure 2-6) and Online Interview (See figure 9-16) the target market characteristics were defined
(See Table 1).

Target Market Demographics Needs & Preferences Consumption Habits

● Single ● Main meals consumed ● Food preference style

● Student out follows ethnicity.
UTRGV ● < 30 years old ● Budget constraints ● High influence from
Student ● Financial ● Eats off campus during social trends. Friends,
(Primary) Dependent after hours Social Media.
● Hispanic ● Seeks for homelike food
Population ● Dining options variety
Predominant are not sufficient in the
area
● Eats around campus

● Families & ● Main meals prepared at ● Food preference style

Generation X home & taken out follows ethnicity
● Works ● Family ambient
Edinburg, TX ● Financial ● Eats at home after hours
Residents Independent ● Dining options are not
(Secondary) ● Hispanic sufficient in the area
Population
Predominant
Table (1) Target Market

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Marketing Mix
The integrated market mix considers the 4P’s of Taco Palenque UTRGV: Product, Price, Promotion and
Place. The Environmental Analysis and Marketing Objectives were reviewed, and as result these, the
focus items to consider were defined (See Table 2).

Product Price

● Serve tacos consumed in restaurant on a
plate without a wrapper.
● Include products that satisfy healthy habits.
Gluten Free, Keto Diet, Low Fat, Sugar Free
● As part of the pricing strategy can take
advantage of UTRGV location by offering a
discounted price for students showing an ID.
● On days where demand is lower, an incentive
can be offered for customers. Discount %,
2X1 taco, free fountain drink.
● Loyalty program

Promotion Place

● Digital Social Media advertising directed at ● 100% waiter service at tables, not just delivery.
UTRGV Students (Instagram and Facebook) ● Improve restaurant appearance. Focus on
● Digital Social Media advertising directed at overall cleanness, location of maintenance
Edinburg residents (Instagram and supplies, portable child seating relocation.
Facebook)
● Coupon challenge coupon program in
Instagram
● UTRGV Newspaper advertising
● Digital Brand Evangelist
● WhatsApp for business
● LinkedIn Digital Strategy
● Long-Term Partnership with athletics
Table (2) Market Mix

Product: The food is already very well accepted by the consumer and is perceived as high quality,
already differentiated with its own style and extras like salsa bar, chips and Mexican style flavored drinks.
The way tacos are served can be differentiated in 2 styles: 1) Served unwrapped in a plate when
consumed in the dining area, 2) Wrapped when these are To-Go. This helps change customer perception
of tacos to being made and like a Mexican taqueria style (See survey comments).
The Taco Palenque menu already includes healthy options consisting of several combination salads, it can
be of advantage to promote these as compliant with low fat, gluten free, keto diet or other trend in the
market. This is targeting improved perception of those that are health oriented and currently prefer other
dining options (See survey comments).

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Price: The position in the market is well located in the Positioning Map 1st quadrant and is currently a
place where customers are likely to visit repeatedly, however the perception is that it is more expensive,
this can be a misconception where price is not readily associated to value offered and food quality.
Given that consumers are price sensitive in this market (See figure 10 & Survey comments), incentives
can be given to attract more customers, taking advantage of the UTRGV student market, Taco Palenque
can offer customized pricing incentives for this location such as: Student discount pricing, coupon
discount, loyalty program, 2X1 happy hour, special student priced “vaquero taco” for location, etc.

Promotion: The startup of the new UTRGV location requires an initial start boost for consumers
awareness of the new location. Considering that the budget for promotion is somewhat limited, the use of
the digital media advertising combined with UTRGV newspaper advertising is being followed.
The digital media targeted advertising on Facebook and Instagram, can be customized as per the target
market information defined earlier in the Target Market section (See table 1). Below are sample fields of
the settings to make:
UTRGV Customer Device Activity Information. Type of device being used, likes, posts, ads clicked,
to see the advertisements (See figure 35).
UTRGV Customer Demographics Information. Gender, marital status, education, employment (See
figure 36).
Edinburg Community Device Activity Information. Type of device being used, likes, posts, ads
clicked, to see the advertisements (See figure 37).
Edinburg Customer Demographics Information. Gender, marital status, education, employment
(See figure 38).

Each of the promotion stages are indicated as follows:

a) For the opening week Facebook and Instagram advertising is directed at UTRGV Students, the
application configuration tool estimates 3.7K-12K visitors will see the advertisement in a day. If a
conversion rate of 5% is used, expect to have at least 185 customers as a result (See figures 31-32).
The estimated investment is $500.
b) For the first 3 months Facebook and Instagram advertising continues and is directed towards the
Edinburg, TX community, an estimated 487-1.5K residents will see the advertisement. If a
conversion rate of 5% is used, expect to have at least 25 customers as a result (See figures 33-34).
The estimated Investment is $1000.

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 c) To spark word of mouth and customer impression, a coupon challenge campaign is launched; in
exchange for customer information a coupon giving a free Taco Pirata is issued for the first 333
people. The estimated investment is $1000, assuming that the making of a Taco Pirata costs is $3.
d) Run advertisements in UTRGV newspaper “The Rider” for 4-5 weeks with a half page Ad that
includes coupons. The estimated cost is $1000 (See figure 39).
e) Enter in a relationship with UTRGV Athletics to become a sponsor (See figure 40).
Place: This restaurant location was selected by Taco Palenque management, it is already favorably
located in a commercial area across UTRGV Edinburg, TX.
Based from comments received during the focus group sessions, the location management can be taken a
step up:
a) Waiter service can improve by extending it to visit tables during all customer stay. Currently the
service is only to deliver food.
b) Improve housekeeping and cleanliness at dining area/restrooms, cleanness varies and is not
consistent. An example is from TP Mission, TX where a fire extinguisher is not located in its
assigned area. Additionally, a cleaning mop was located next to the trash can (See figure 30), this
can be assigned a storage area that is out of sight.

Marketing Implementation

Taco Palenque has allocated a budget of four thousand dollars for marketing purposes, this
includes buying coupons to offer to the first batch of customers to raise awareness and further down the
line sponsoring sports events at the nearby university and other community outreach events. The company
knows the brand recognition they have built through their many locations is the backbone of their
customer acquisition, new marketing efforts will not be necessarily educating new clients about their
products but advertising their new location and the benefits of visiting it.

Strategy Timeline May June July

Activity Facebook & Instagram Online Coupon “The Rider” Newspaper

Campaign Challenge Ads

Responsibility Attract UTRGV Generate sales by Printing coupons in the

students, dedicating allowing three hundred university newspaper
roughly $500 for and thirty-three will put the company’s
marketing to this customers to receive a prices within the reach

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 customer base, and free taco pirata (rough of more students, a
$1000 dedicated cost $3 each) equaling half-page ad for 4-5
towards marketing around $1000 for the weeks requires a $1000
directed at Edinburg coupon campaign investment.
residents.

Financial Projections

This financial projection represents sales growth at the new Taco Palenque location in Edinburg
from 2019 until the year 2024, growing at a rate of between twenty to thirty thousand yearly, this
conservative estimate also includes a variety of factors which directly affect the expenses of the company.
Expenses are to include several marketing operations such as social media challenges, school
partnerships, and newspaper articles, growing on a scale comparable to the growth of their sales revenue
during this five-year period. The profits of the new location continued to grow finally surpassing the
hundred thousand mark coming into year 2023, a profitable venture which will pay for itself sooner rather
than later.

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Evaluation and Control

Efforts of the marketing plan will be evaluated on a month-by-month basis according to

marketing activities and community outreach planned for that particular month. In the first month when
coupons are distributed, coupons received at the cash register must be counted to track how many of the
distributed coupons were spent by customers eating at the restaurant. The second month will bring the
social media campaign which will allow for easy tracking as sites like Facebook and Instagram allow you
to see how your marketing campaign is generating clicks and receiving attention, simplifying the
evaluation process for this part of the marketing plan. Lastly, in the third month, the sports game
sponsorship program at UTRGV will allow Taco Palenque access to a new customer base, tracking
referrals from events like this can be done via sign-in sheet or questionnaire on their receipts, thus
allowing the company to gauge the effectiveness of sponsorships within their marketing budget.

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References

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 347-356.

Oscar Ramos Chacon. (Feb 27, 2019). Focus group 1 [Video file]. Retrieved from
https://www.youtube.com/watch?v=ZNjmi7Um9yY&t=2699s

Oscar Ramos Chacon. (April 4, 2019). Focus group 2 [Video file]. Retrieved from
https://www.youtube.com/watch?v=DjFiP7djhxA&t=2294s

Taco Palenque. (Apr 5, 2019). A Taco Palenque Digital Short - "Game of Tacos" [Video file].
Retrieved from https://www.youtube.com/watch?v=y92iAya4lS0

Taco Palenque. Home. April 28, 2019

https://www.tacopalenque.com/

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Appendices

Figure (1) as of April 13th. 2019. Current TP website. Coining the title with the best fajitas.

Figure (2) as of April 13th. 2019. Current TP Instagram. Same as the website with the best fajitas.

Figure (3) as of April 13th. 2019. Current TP Facebook page. Different message than other platforms.

20
Figure (4) as of April 13th. 2019. Current TP YouTube channel, owning the best fajitas title.

Figure (5) as of April 13th. 2019. Google Maps ranks TP very high in the fajitas rating scale.

Figure (6) as of April 13th. 2019. Google Maps ranks TP very high in the tacos rating scale

21
Figure (7) as of April 13th. 2019. Restaurant overview on W. University Drive in Edinburg, Texas.

Figure (8) as of April 13th. 2019. 6 current TP locations / Red pin will be the new location.

Figure (9) Percentage of money spend on food daily by University students.

22
Figure (10) The food location preference ranking with University students.

Figure (11) More people think what they pay for food is a fair amount.

Figure (12) However, most people are not satisfied with the variety of food at the University.

23
Figure (13) Most students prefer to eat Mexican food, American ranking second.

Figure (14) Most students eat off campus every day or twice a week.

24
Figure (15) College student rankings about TP’s strengths and weaknesses.

Figure (16) Age range of UTRGV respondents.

25
Figure (17) First Focus group, a total of 3 participants. (Link to video under references).

Figure (18) Second Focus group, a total of 7 participants. (Link to video under references).

Figures (19 & 20) TP sponsored a UTRGV MBA event during Spring 2019 by providing food for
graduate students.

26
Figure (21) Drive-thru on TP on North 10th street in McAllen at around 6pm on Thursday.

Figure (22) TP worker charging and delivering food.

27
Figure (23) Current menu of TP at North 10th street in McAllen.

Figure (24) Traditional TP’s salad and salsa bar

28
Figure (25) TP’s standard taco accompanied with tortilla chips and green salsa.

Figure (26) Kids playing at TP’s table video games.

29
Figure (27) TV’s acting as indoor billboards.

Figure (28) TP’s restroom design at North 10th street in McAllen

30
Figure (29) TP’s Harlingen location with the outdoor table setting.

Figure (30) A missing Fire Extinguisher at the TP’s Mission location.

31
Figures (31 and 32, respectively) These are the UTRGV student customer Facebook and Instagram Ad details.

32
Figures (33 and 34, respectively) These are the Edinburg comm. customer Facebook and Instagram Ad details

33
Figure (35) UTRGV Customer Device Activity Information

34
Figure (36) UTRGV Customer Demographics Information

35
Figure (37) Edinburg Community Device Activity Information

36
Figure (38) Edinburg Customer Demographics Information

37
Figure (39) The Rider Newspaper Ad options. We selected (HALF PAGE) for 4-5 weeks with coupons included.

Figure (40) Proposed long-term relationship with UTRGV by becoming a corporate sponsor for a full year.

38
 The following are open-ended questions asked through our online survey platform. These four
questions bring rich insights for Taco Palenque representatives to analyze and use as needed. These
answers represent the UTRGV student current perspective and position on its respective topic.
Qualitative Question: Are you satisfied with the variety of food at UTRGV?
1. There are a lot of
options
2. Good for occasional
need.
3. No variety
4. The campus lack more
food places within the
university.
5. I get my food from
home
6. Lacks variety in choice
7. Not a variety of options
and the few options
that are present are bad
8. My campus has
multiple options
9. There’s usually a good
variety of foods
available.
10. Having been to larger
universities, I am kind
of spoiled by their food
choices. Also there is
no variety of food
places on campus
11. The choices are good.
12. The restaurants that are
here are mostly fast
food.
13. Not informed as to
current offerings.
14. It’s good variety
15. Small selection
16. one of the reasons I
bring my own food is
because there are not
enough healthy options
in campus
17. I'm easy to please
18. They have good
choices
19. Overpriced 35. Better variety of
20. I graduated choices not just chips
21. Not that many options or candy or simply
for main entree typical foods
22. UTRGV needs 36. I don’t like the chain
healthier food options. restaurants on campus
23. Diversity except chick fil a
24. When trying not to 37. There isn't a variety at
spend, I try not to think all
too much about what 38. Don’t really use them
there is to offer 39. There are no healthy
25. My campus has a options
variety of food choices 40. I do not have classes in
to choose from. Edinburgh
26. A lot of the restaurants 41. Haven’t tried it
on campus are more 42. there could be more
expensive than I would Italian options (stuff
rather want to pay, other than pizza)
while not being as 43. It don't smack
enjoyable as me eating 44. Yes because they
somewhere else usually have my
27. There is a variety all favorite foods
over campus 45. There's not much
28. They have vegan 46. it does not taste good
options. 47. The variety is good but
29. It's basically just 3 I like to clear my head
different types of food by eating off campus.
and if you eat them 48. Eating out is overpriced
everyday or every other 49. Because eating the
day those choices get same gets old
old pretty fast 50. There are not enough
30. Wide variety available; healthy options. There
enough to survive are also not good
31. Chick fil a vegetarian and vegan
32. I’m satisfied with the options.
number of restaurants 51. Because there is
33. Chick fil a, steak and chikifila
shake, subway, and 52. Food is food.
cafe is great for me 53. It’s okay
34. There should be more 54. There's not enough
variety variety. I usually just
39
 go for a sub-way on 68. There’s not healthy 84. Fast food is not very
campus because it's the choices like subway healthy , and I prefer to
fastest thing that I can 69. There is a type of food cook because I like to
get made. And with for everyone know whats in my
everything else that I 70. There is a variety of food.
could get, I'd have to everything which is 85. They have a good
wait some time in order great. variety of food options
to get my food, which, 71. There is a variety of 86. They have a good
if you're on a tight food that you can variety of food options
school schedule, is not choose from on a daily 87. I just think that there is
fast enough. basis and there is not enough options for
55. I'm not entirely familiar restaurants on campus students. 4-5 options is
with where to obtain that have tastier food too few options, I'll
food on campus but than any other say.
I've heard there aren't restaurant chain. 88. I feel like there should
lots of 72. It has Chick-Fil-A be a variety for
vegan/vegetarian 73. we need more variety everyone. Not everyone
options around campus not likes certain things
56. Not much variety only in the union 89. I like economic food
57. Lack of 74. I hate being on campus 90. I'm satisfied with the
58. I don’t have much to 75. We need more food provided but not
choose from restaurants like canes the prices
59. I can't use my EBT 76. There’s very few 91. We don’t have a
benefits. I'm poor, it diverse options at variety. We basically
would help so much if I Edinburg. The best have the same
could. ones are usually CFA. restaurants that are
60. They manage all the Pizza Hut is still new across the street.
campus options, they right now 92. There is enough variety
also manage food for 77. Because there is a good to choose from on
hundreds of prisons. selection, but I believe campus
61. It’s not a bad variety, there is room for 93. pass
but it could be better. improvement 94. The few times I have
62. To few for large 78. There are plenty done it, I always find at
university options. least one healthy
63. There is no variety 79. It's been years since option. But having
64. Not satisfied I've had any food at my more vegetarian
65. I think it’s too pricey. campus. I will start options would be good
66. There can be a bit more trying it out again soon, 95. Brownsville Campus
variety (Brownsville) though. does not have enough
67. the choices we have 80. Not everyone likes options.
have a small menu that tacos and pizza, Susan. 96. Convenient
we don’t have a lot of 81. There's only Pato tacos 97. Good choices
options to get and chick fill a, not 98. Need more vegetarian
something different really fan of pizza hut options
everyday 82. It's very generic food. 99. Need more variety for
83. Not enough options healthy food.

40
 100. someone gets tired of
eating the same
101. have different choices
102. Few choices
103. We need more option
with cheaper food.
104. need healthier offerings
105. I usually only buy
snacks from campus
vendors
106. It has a little bit of
everything, and mostly
things that come up
fast.
107. We need more organic
fruits and vegetables
and no processed sugar
in beverages.
Qualitative Question: Do you think what you currently pay for food at UTRGV is a fair amount?
1. That’s market value
2. Mostly eat at home, 1 time a
week out in a budget place.
3. I believe is a fair price to
spend on food
4. The average plate is around
$12 so anything less for the
quantity I am getting is
sufficient.
5. Food from home is cheaper
and healthier
6. I think it’s a fair price
7. I pay for what I want
8. When I cook at home I can
lower the the food cost
significantly.
9. Some food is overpriced
compared to what you can cook
by yourself.
10. I choose to spend on fast
food rather than cook my own
meal.
11. Because it is to expensive
108. I'd rather eat outside
that in-campus
109. We need more
110. See above answer.
111. Don't really eat on
campus
112. Good food.
113. by adding other
vendors and food that
normally people would
want to eat.
114. I have tried the food
and overall, it’s good.
115. Different from my
cultural diet
116. Not many choices
available
117. enough options
12. I cook a lot of my food. I
think it’s expensive if you eat
out a lot.
13. I don’t eat out often
14. Voluntary transaction.
15. It’s made for me
16. Se spend weekly for Tour
tamil members
17. I eat a lot
18. I mostly eat from home. So
that cost reflects any additional
snacks I may buy
19. It's within my means
20. Phone
21. I do not buy on campus
22. I eat about 6-7 meals a day
23. You're not only paying for
the ingredients but also all the
work it's being put into
24. I don’t mind paying for
quality food. For example a
cheap burger from McDonald’s
will be $1, but a good salad
from a better place would be
118. Because there is a good
selection, but I believe
there is room for
improvement
119. Pizza or sandwiches is
not enough of a variety
120. There is a good variety
in vending machines
121. The university cafeteria
offers large selection of
choices and types of
food.
122. many choices
123. No need
124. hardly on campus
around $10-$15. I don’t mind
paying more for quality!
25. Franchise restaurants have a
decent priced system while mom
and pop over price the food due
to them not being as large.
26. Not that expensive
27. Everything is over priced on
campus
28. Only times I spend more
than 2 dollars on food is when I
give in to temptation
29. The places I shall buy food
are on campus or some fast food
restaurants so I believe the
amount I pay is fair.
30. They current price for food
that I pay completely up to me, I
get to decide how much I’m
gonna spend that day and it just
happens to be that amount.
31. Usually free or at a fair
price
32. I cook.
33. It's good food that's quick
41
34. Reflects the quality of the
food
35. I have a gf therefore have to
feed too heads
36. I spend money for one meal
usually and eat the rest at home
37. Because fast food is usually
that amount
38. There should be cheaper
options
39. Because the "healthier" or
organic choices are more costly
than probably a bag of cookies
40. Some of it is overpriced or
they don’t offer a wide variety
of combos which makes
ordering separately more
expensive
41. It used to be cheaper, so
let's get those prices back.
42. Because it’s just going to go
up so I’ll appreciate the prices
we currently have, now
43. I don’t go out to eat
44. Because I am very picky
with what I order and I also
upgrade my orders.
45. Overpriced
46. Some of the food is
ridiculously overpriced
47. Ya boi boolin on the block
yuuuurrrrrrr
48. Yes because I tend to order
more than I have to
49. Quality of the product
50. i get a lot of food for a low
price.
51. The quality of food is
excellent.
52. I cook at home
53. Because cheaper would be
better
54. Because it is to expensive
55. Yes because if I go out to
eat someone prepares it for me
and at the store it is also pre
packaged ready for me.
56. I’m broke
57. As a student that needs to
pay for 1/3 of the classes out of
pocket, and not having any other
quick way to have food
available during work breaks or
school, this is the best option so
far, which I hope to change
quick because it is too much
money spent.
58. No because most of the
vegan/vegetarian option are so
much more expensive than meat
options
59. Way to expensive
60. Too expensive
61. They need to make edibles
more affordable
62. Because I buy the ready
made cold foods and drinks
from the grocery stores so it's
fair
63. No because the only things
for that price are extremely
processed foods (empty
calories). Hence this country's
health is so bad, everyone is
being overfed but
undernourished.
64. Everything is overpriced
nowadays. That is just what I
spend on one drink.
65. Because I can get out of
campus and get it for cheaper
66. Why not
67. Always buy at fast food
restaurants usually the dollar
menu to save money.
68. Don’t make enough money
for food
69. sometimes a meal has a
Ridiculous price
70. Because we are college
students and we should have
some sort of discount because
let’s face it we are all poor!
71. I get plenty for what I pay
for and it tastes good
72. It depends on the restaurant
that you go to, but food is
expensive. Even fast food, it all
adds up in the end.
73. The amount that I pay is the
quality of food I put into my
organism
74. I prepare my meals at home
to keep a budget under control,
and eat healthy.
75. It’s pretty cheap
76. Too pricey
77. Because its too expensive
sometimes and the still add a
service fee along with tax
78. Would be paying more if I
didn’t have a meal plan
79. Because I was unsure
80. I mainly pay for snacks at
the vending machines. The
company & utrgv both have to
make money somehow.
81. When it comes to the
quality of food that I consume
on a daily basis, I think I pay a
fair amount. There have been a
few instances where the quality
was not up to par with the price
of the product. I could have
saved more than half paying for
something way more palatable
and affordable.
82. The prices are higher at
utrgv than normal places
83. Cause im poor. A WATER
SHOULDNT BE MORE
EXPENSIVE THAN A COKE,
KAREN.
84. I measure the average of a
meal and between 7-9 sounds
fair, plus taxes
42
85. You pay for quality and
service when going out to eat.
Not to mention the time saved
from cleaning up and preparing
the meal.
86. Mostly eat at home it's more
cost effective.
87. I don't think it is a fair
amount because is some cases
you can pay a lot for a little
amount of food.
88. The Time and effort it takes
to prepare and present it
89. The Time and effort it takes
to prepare and present it
90. As students were looking
for ways of eating cheaper.
91. Have you seen the prices on
the vending machines? Too
pricy... But I'm also starving.
92. Because as a business
student, considering inflation
and the average price of food
and the cost of service, I would
say most of the food that is sold
has a fair price.
93. I usually go to McDonalds
and get a meal that fills me up
for a very reasonable price
94. I have to spend more money
on other things rather than food
95. I live on my own so I
usually have groceries at home
and make food
96. I don’t even get full
sometimes but I’m paying more
than I would somewhere else
Qualitative Question: Which restaurant(s) would you consider your favorite and briefly explain your answer.
1. Taco Palenque
2. Taco Palenque, covers 24hr
appetite need, food.
3. La Taquiza
4. Taco Palenque, practicality
97. Food can be cheaper and
not too expensive
98. pass
99. I meal prep for the week
and am able to eat clean and
healthy for the same price as
buying fast food on the way.
100. HEB has reasonable
prices.
101. I eat what I need. Meat
102. Too expensive
103. I buy groceries and cook at
home.
104. Price for food is too
expensive
105.food is over price
106.Prices keep going up for
poor quality food
107. I mostly eat at home
108. I believe I spend a fair
amount on food
109.It's expensive. We are poor
college students. Minimum
wage is too little.
110. need healthy food
111. It's a reasonable amount
for the food quality.
112. It ends being a big amount
of money spent each month.
113. I need a higher paying
career for my expensive taste
and lifestyle.
114.decently priced fast food
goods
115.I eat a lot
116.You get what you pay for.
5. Taco palenque
6. Taco Palenque because on
their cheap prices.
7. Taco palenque, good meat
8. N/A
117. It is too expensive for the
serving size.
118. Food is priced too high.
119. I think it's a little more
expensive compared to going off
campus
120. The questions are vague.
I’m not sure if you mean in
general or eating out? I assumed
in general. I don’t usually eat
out, but my average grocery bill
is approximately 10$ a day.
121.Reasonable budget for
nutritious meals.
122.I spend too much on food
123.Not many choices available
124.i need it
125. Because I was unsure
126.I don't eat out often but
when I do its decent quality
127. If I do eat fast food, I
typically go to second tier
restaurants and I'm willing to
pay a little more for better food.
128. t is not a fair amount
because I know I can eat for less
money if I would prepare my
meals at home. I tend to go to
fast food places; I am aware that
in the long term fast food is
expensive on the toll it inflicts
on my health.
129. Eating in is less expensive.
130. Don't eat out as much and
there is always a dollar menu if
too expensive
9. El pato
10. Zarape best food for price
11. El pato
12. Taco palenque. Healthy
options.
43
13. Taco palenque- good
variety
14. Taco Palenque. Because
have a variety of salsas. But
food is salty. Must reduce salt.
15. Taquiza
16. La taquilla. Because is
family owned
17. Palenque, its delicious
18. Taco palenque
19. El Zárape, familiar with
them
20. Taco P
21. Taco Bell for their low fat
options
22. Taco Palenque , cause of
the salsa bar
23. I honestly hate all the other
places except gorditas doña tota.
They’re fire!!! And the food is
the closest to home cooking
compared to the other
restaurants. You can’t beat them
in that line up.
24. Taco Palenque because it
cheap and simple and very
effective
25. Taco Palenque because they
have free chips
26. Taco Palenque. Because I
like their meat.
27. Taqueria la Mexicana
because there food is very
delicious.
28. Taco palenque is my
favorite out of the options since
you can get more bang out of
your buck as you have more
people with party platters, if not
their food i still better that most
while being a little cheaper
29. Taco palenque, great flavor
30. la Mexicana because it's
quality food
31. Taco Palenque
32. Taco palenque, because i
know what to get, in taco bell,
you either love something, or
hate it
33. Taco Palenque because of
the taco piratas / Doña Tota
cause of gorditas and the sides
they offer / El Pato for cheap
breakfast tacos
34. Taqueria El zarape because
of it's great tacos
35. Gorditas doña tota, best
food
36. Taqueria la mexicana is my
favorite because they have good
potatoes.
37. Taco palenque it’s really
good
38. Canes gang bih
39. El Pato since it’s close to
my house and my family loves it
40. Taqueria el zarape, very
affordable
41. la taquiza food is always
fresh
42. Taco Bell
43. NA
44. Taco palenque
45. El pato because of the
freshness and I am not a Taco P.
Bandwagon
46. Taquiza-tacos are life
47. Anything with Tacos. It's
my favorite.
48. Gorditas Doña Tota. I love
gorditas, it's one of my favorite
foods to eat.
49. Taco Palenque, they have
great food for good prices
50. Taco apalanque love the
fajita
51. None
52. Taco palenque
53. El Pato because it's cheaper
and more delicious
54. La mexicana- best meat
55. Taqueria la mexicana. Good
service
56. Taco Bell would be my
favorite just because I like the
foods sold there.
57. Taco palenque food is
decent
58. Taco Bell. It’s cheap and
good
59. Taco Palenque. Awesome
food and great service.
60. Taco Palenque; Good
quality of food for the price you
pay
61. La taquiza, not too good but
are the best tacos around here
62. Gorditas doña tota! My all
time favorite
63. El Pato, because it’s the
only one I’ve really tried
64. Taqueria la Mexicana is
very good quality Mexican food.
Not bad for the price.
65. taco palenque
66. Taqueria la Mexicana
67. El Pato
68. Taco palenque
69. Gorditas Dona Totas
70. Taco Palenque
71. I have no favorites since
Taco Bell is not too god and
haven’t tried the others
72. Taco Palenque , quality is
always good
73. La mexicana has more
options than taquiza.
74. None
75. La taquiza
76. Taco Palenque and Doña
Tota, just the best
77. El pato due to it being
cheaper and actually fresher
than most places.
78. They all good
79. None.
44
80. El Pato - the breakfast tacos
are good.
81. Taco palenque good options
82. Taco palenque good options
83. Taco palenque. I'm too
broke for that, but the food is so
amazing.
84. Taqueria La Mexicana
because it's actually the food is
actually better than the other
"fake" mexican restaurants
85. La taquiza cuz I can tell it’s
homemade and the lemonade is
the bomb. I always get full
going here.
86. Taco Palenque is the one I
feel most comfortable with. I am
already used to going there even
though it might be a little bit
pricey.
87. Taco Palenque and La
taquiza
88. la taquiza
89. Gorditas Doña Tota because
it reminds me of my childhood.
90. Taco Bell - Cheap and easy
91. Taco Palenque, decent food
92. Taco Palenque (flavor and
variety)
93. taco palenque
94. dona tota
95. Taco Palenque, good
variety of food with a good
number of tasty salsas.
96. Taco Bell
97. Taco Palenque
98. like taco p, great setting
comfortable
99. Taco Bell. I'm a very picky
eater, and Taco Bell has nacho
fries.
100.Taco Palenque, everything
is good there. Great taste.
101.Taco bell, cheap dollar
burritos
102.taco palenque
103.Taco Palenque. It is good
104.Taco P. The others ones do
not like that much
105.Taco Palenque - I love
Mexican Food!
106.La Taquiza, food is
delicious, you don't have to wait
long, and its not that expensive.
107.Taqueria la Mexicana is my
favorite because the food is
good, the price is fair and the
service is impeccable.
108.neither
109.Taco Palenque
110.Gorditas Dona Tota

Qualitative Question: Is there anything else that you would like to share about Taco Palenque?
1. Quality of food is consistently good. Other 16. They should have stayed in the Student
places vary in salt, condiments,service. Union. El Pato is worse
2. Care more about growth than service 17. It’s alright
3. It’s really good 18. It’s Goooooood
4. I love salsas 19. They need to add weritas to the TP in the
5. I only go if I am with a group of people mall, smh
going. I will not go for my own choice 20. It's so good!
6. More chips! 21. I like it, but it will never be my first choice.
7. The flour tortilla tacos are good and the Not for tacos, not for fast food
fideo is good 22. Long wait for food.
8. It hits the spot when you’re on the run or 23. best food after partying all night
need something quick. 24. I like that they are likely to give you extra
9. It's really good but I wish it was cheaper; I tortillas free of charge.
can't wait for the one to open across from 25. Love it, a little pricey
campus 26. I really think it is a great restaurant that
10. can be very expensive successfully targets all ages and genders.
11. It go hard aye God bless your business. Take care.
12. i get food poisoning 27. Food
13. Yes, Don’t be a Taco Palenque Bandwagon 28. It's basically a legend for people outside the
it’s annoying and you look pathetic. RGV.
14. Ew :say in jimmy fallon voice: 29. Can't go wrong with Taco P. Reliable.
15. Awesome food and service 30. Great food 24/7

45