Remote Partner Based in San Diego, California | Tijuana, México
Mission:
Digitize the Diner Experience of Tijuana's Best Eateries
Imagine a bustling Tijuana food scene, buzzing with new eateries, chefs, and food trucks every corner you turn. Now, imagine trying to get that lively scene on the digital map. That was my mission with Restaurantes FM, a discovery app for restaurant goers and a digital platform for restaurant owners.
BACKGROUND
Let’s set the stage. The year was 2015. Tijuana was turning into a food haven, blending Mediterranean zing with Baja's local essence. The younger crowd, inspired by films like 'Chef' and graduating from the city's hot new culinary school, was starting their food ventures. Food trucks and shared kitchens became the talk of the town. But here's the catch: most of these fantastic places were nearly invisible online. And that’s where the idea for Restaurantes FM came in – a one-stop platform for all things 'food' in Tijuana. Apart from being the digital torchbearer for these eateries, I was also juggling operations, outreach, and drumming up the buzz.
THE JOURNEY WITH RESTAURANTES FM
Challenges
Here’s the thing about starting something new: it’s a bit like convincing your friend to try that exotic dish – there's a lot of skepticism. How do we get restaurants to sign up if we don’t have users? And how do we attract users if we don't have enough restaurants? A classic catch-22!
Solution
My strategy revolved around two main pillars. Firstly, I approached 25 iconic restaurants, promising them a digital makeover. This wasn't just about being online; it was about amplifying their essence with professional photography and an enticing digital presence. Next came the "Picnic Nights" – envision open-air cinema nights at Tijuana's famed food parks. These events created a buzz, making Restaurantes FM a household name.
Implementation
With the blueprint in hand, it was time to bring it to life. We rolled out our promise to the chosen 25, setting up photo sessions and optimizing their online profiles. This ensured their digital presence echoed their offline charisma. And to make Restaurantes FM the talk of the town, I introduced "Picnic Nights". Picture this: Tijuana's iconic food parks, filled to the brim with food enthusiasts, enveloped in the magic of open-air cinema. The inaugural event, featuring classic Christmas tales, set the tone for monthly gatherings. As restaurants buzzed with increased clientele, the city found its new favorite pastime.
THE RESULTS
The atmosphere was electric, and the momentum unstoppable. A whopping 100+ restaurants were soon flaunting their dishes on our platform, with about 20 new ones joining each month. But the magic was in the details. Interacting with these culinary artists offered insights that transformed our platform's look and feel. By our Beta launch, it wasn’t just an app; it was a digital mirror of Tijuana's rich culinary scene. And the cherry on this flavorful cake? I got to pitch our passion project far and wide, bagging $100k MXN from a pitching contest, securing a 150k MXN government grant, and wooing a private investor for a neat 35k USD.
GALLERY
My journey wasn’t just about putting restaurants on the digital map; it was about cherishing Tijuana’s gastronomic heartbeat and letting the world feel its rhythm. With perseverance, a sprinkle of innovation, and heaps of passion, the Restaurantes FM team not only digitalized Tijuana's treasures but also celebrated its culinary artistry.
Working with Anna was pivotal on the development of our tech platform! As the sales and marketing whiz, she brought invaluable insights to the table, helping us create a more user-friendly experience based on customer feedback. I always knew I could trust her feedback, and she made sure to communicate everything transparently and effectively."
