Las Alitas

Las Alitas, a well known Mexican casual dining chain with a footprint of more than 100 locations in 17 Mexican states, were in the middle of a rebranding and repositioning effort when they approached us to help them create a new experience for their restaurants.

The starting point of our involvement were a series of working sessions and co-creation workshops where we evolved the classic “spicy wings and burgers” concept to a more communal, more mature and slightly more upscale spicy-grill positioning.

Once we designed the “should be experience” and it’s service blueprint, we then developed a series of prototypes in order to test more than 30 hypothesis around the overall experience with both it’s digital and in person components, the dining experience in detail, the new menu.

We also developed an immersive 3D prototype of the new model of restaurants, which we then put to the test with 40 current and potential customers in order to validate the layout, general flows and the look & feel of the new restaurants.

Our learnings were later documented in a couple of manuals, which contained both design guidelines, examples of stores, as well as operational guidelines and considerations for the transitional phase.