case study

La Loma

Moving and growing a legend

Challenge

La Loma has been one of Denver’s most popular Mexican restaurants since 1981, with an almost cult-like following, serving thick green chile, crispy chiles rellenos and hearty combo plates made according to Grandma Mendoza’s original recipes.

After almost 40 years in their landmark location in Jefferson Park, the owners learned the building would be knocked down and replaced with an apartment building. They found a new location in downtown Denver, but now they had to handle communicating the move to their legions of fans, many of whom came to eat several times each week, and had had their special family celebrations there over the decades. They were nervous about upsetting – and losing – their loyal regulars, while recognizing the need to create new regulars by appealing to a very different clientele downtown.

Results

ROOT Marketing & PR was successful in reaching La Loma’s goal to make wonderful food accessible to all of Denver and beyond, while adding a whole new generation of loyal guests who count La Loma as part of their family tradition. The majority of fans communicated their love for the brand, and it shows today with continued lines out the door and rave reviews. Our efforts garnered numerous mentions in key local publications including 5280 Magazine, The Denver Post, and Westword Magazine and appearances on Channel 2 and Fox 31.

Solution

ROOT Marketing & PR was hired to manage communicating their pending move to the media and numerous faithful customers and assure them that the new La Loma location would bring the same cozy and fun vibe with authentic Mexican touches people love into a fresh and exciting new space, and continue to offer the classics they’ve featured since the beginning.

With a thorough knowledge of how to manage messaging and build buzz in the hospitality and restaurant industry, we used a mix of traditional tactics including media outreach before the move and pre-opening media and public events after. ROOT Marketing & PR helped with the new website, and created a social campaign centered around the memories of La Loma’s guests to keep the tone positive.

In Our Own Words:

Hands-down our favorite Mexican food anywhere. What a fun client. So glad we were able to help spread the word about their new location in downtown Denver, so longtime La Loma devotees and new fans alike know where to go to get their Mexican fix.

Challenge

La Loma has been one of Denver’s most popular Mexican restaurants since 1981, with an almost cult-like following, serving thick green chile, crispy chiles rellenos and hearty combo plates made according to Grandma Mendoza’s original recipes.

After almost 40 years in their landmark location in Jefferson Park, the owners learned the building would be knocked down and replaced with an apartment building. They found a new location in downtown Denver, but now they had to handle communicating the move to their legions of fans, many of whom came to eat several times each week, and had had their special family celebrations there over the decades. They were nervous about upsetting – and losing – their loyal regulars, while recognizing the need to create new regulars by appealing to a very different clientele downtown.

Solution

ROOT Marketing & PR was hired to manage communicating their pending move to the media and numerous faithful customers and assure them that the new La Loma location would bring the same cozy and fun vibe with authentic Mexican touches people love into a fresh and exciting new space, and continue to offer the classics they’ve featured since the beginning.

With a thorough knowledge of how to manage messaging and build buzz in the hospitality and restaurant industry, we used a mix of traditional tactics including media outreach before the move and pre-opening media and public events after. ROOT Marketing & PR helped with the new website, and created a social campaign centered around the memories of La Loma’s guests to keep the tone positive.

Results

ROOT Marketing & PR was successful in reaching La Loma’s goal to make wonderful food accessible to all of Denver and beyond, while adding a whole new generation of loyal guests who count La Loma as part of their family tradition. The majority of fans communicated their love for the brand, and it shows today with continued lines out the door and rave reviews. Our efforts garnered numerous mentions in key local publications including 5280 Magazine, The Denver Post, and Westword Magazine and appearances on Channel 2 and Fox 31.

In Their Own Words:

Hands-down our favorite Mexican food anywhere. What a fun client. So glad we were able to help spread the word about their new location in downtown Denver, so longtime La Loma devotees and new fans alike know where to go to get their Mexican fix.

a few media hits

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