Introduced a new upscale menu designed to expand their customer base and increase the average ticket price. This wasn’t Old World Mexican fare. It was the next generation: Mexican fusion, which combined unique dishes and flavors from different regions of Mexico. So we ditched the stereotypical Mariachi imagery for a hipper, cooler vibe.

CW: Mike Martin/Ross Myers
AD: Mike Martin
ECD: Don Sedei
Director: Andrew Becker