REAL STUFF INSIDE

Authentic South American and Caribbean Cuisine

El Porton Cafe opened in 2010. Jose Garcia, the owner, previously operated

Café Venezuela, a 13-stool diner in Kansas City nearly a decade ago. Many of

the same South American dishes that he served in that venue are now on the

menu at El Portón Café, a space that housed a traditional Mexican restaurant

before Garcia took over the lease in 2010.

Garcia's explanations of his dishes are passionate and alluring. I'd tasted the spicy beef concoction known as picadillo before but never heard it described with such wild abandon. The night I ordered it, Garcia delivered a poetic monologue, naming every sultry spice and piquant pepper. I wasn't sure whether I was expected to eat it or bathe in it.”

—Charles Ferruzza, The Pitch

“

A story of relationships

Ernesto Jimenez was born and raised in a small town called Anaco in Venezuela. He emigrated to the U.S. to attend The University of Kansas, and brought a few high school friends along with him. Ernesto kept somewhat close contact with his fellow Venezuelan’s all through the various stages of his life. He met his future wife, Mariela (who was also Venezuelan), and eventually they started a family and a life,

Thus, Ernesto’s brothers and sisters followed him to the U.S. from Venezuela, creating and connecting with more and more Latin Americans over the years.

Eventually over the years Ernesto, his brothers and sisters, and the rest of their Latin American friends got their respective jobs. They spreaded far and wide across the country, some staying nearby each other, some not.

This made staying connected more difficult.

It just so happens that Jose Garcia is one of the friends the Jimenez family had acquired along their journey,

and it just so happens Garcia owns a restaurant where they can eat meals reflective of their home country among friends and family.

Bringing people together

Rosemary, an old friend of Ernesto’s, calls him up one day looking to catch up. Naturally, El Portón is the place to go because it serves the most authentic South American food in the area. Friends are reunited over savory lunch.

Eventually over the years Ernesto, his brothers and sisters, and the rest of their Latin American friends got their respective jobs. They spreaded far and wide across the country, some staying nearby each other, some not.

This made staying connected more difficult.

Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.”

—Howard Schultz

El Portón Cafe is already a thriving success, but there are a few factors in the way of expansion and improvement.

Lack of MaterialWith word of mouth being El Portón’s main source of public relations and

marketing, there is plenty of room to expand upon the countless varieties

of media and brand touch points.

ApproachabilityFuture customers could potentially overlook El Portón simply because

they are not aware of the services and opportunities it provides. Not

enough marketing means not enough customers. Additionally, El Portón

does not have much to offer for kids.

1. FundsGarcia plans to advance his

culinary and management

skills into different mediums

such as shelves at Price

Chopper. There is also room

for physical expansion as

well as advertising.

3.

2.

Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.”

—Howard Schultz

Don Chilito’sJose Pepper’s

Potency against competitors

STRONG weak

El Portón Café

Kokopelli Taco Bell Mi Ranchito ChipotleChapala

The signage has potential to be

more representative of El Portón.

Pushing further

Table toppers are effective, but has room to engage the customer further. There is also potential for kids style menus as well as other varieties of table toppers, not just specials and desserts.

The current brand materials are effective. With increased volume of collateral and expansion of applications, an increase in sales and product awareness could most certainly be predicted.

Don Chilito’sJose Pepper’s

Percieved Movement

DYNAMIC staticKokopelli Taco BellMi RanchitoChipotle Chapala

El Portón Café

To have a relatively neutral percieved movement is not necessarily a bad thing. But, in order to take El Portón to the next level, an increase in dynamism would do well to attract new customers and excite existing ones.

To have a relatively neutral percieved movement is not necessarily a bad thing. But, in order to take El Portón to the next level, an increase in dynamism would do well to attract new customers and excite existing ones.

Neutral Percieved MovementLocationPreconcieved notions

Where we want to be.Don Chilito’sJose Pepper’s

Potency

STRONG weakKokopelli Taco Bell Mi Ranchito Chipotle Chapala

El Portón Café

Where we want to be.

How do we get there?

How do we get there?SocialI can plan gatherings with friends and co-workers as well as have the opportunity to meet new members of the community with similar backgrounds and interests.

FunctionalI can treat myself to delicious South American and Caribbean cuisine at an affordable price as well as accomodate my family with the variety of choices.

MentalI feel welcome because I am known by name and treated with respect. I am consistently intruiged by the variety of activities and dishes available.

SpiritualLearning about authentic South American and Caribbean culture broadens my perspectives and enlightens me to rich cultures of those countries.

BRANDMIND SPACE

How about here?

ProductBeing engulfed in a hub of friendly South American Culture while enjoying South American food with friends and family.

PositioningAuthentic South American dishes as well as a variety of live music acts, events, and insightful branding to establish this business one-of-a-kind.

StyleWarm, friendly, and culturally rich atmosphere immediately embraces the customer upon contact with the brand.

MissionTo unite South Americans in the commu-nity, provide quality meals, and garner knowledge and awareness about South American culture to the community.

VisionTo be the cornerstone for South American culture in the area and to educate the public about South American culture.

ValuesIs deliciousIs unitingIs enlightening

THE

BIG

IDEA

How about here?

THE

BIG

IDEA

StyleWarm, friendly, and culturally rich atmosphere immediately embraces the customer upon contact with the brand.

WHAT WILL IT TAKE?

WHAT WILL IT TAKE?

simplify itsimplify it

Venezuela

Standard Brazil Argentina

Columbia Dominican Republic

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Portón Slab