In the up and coming H Street corridor, Washington, DC’s Chupacabra opened a few weeks ago and has already built a bit of a cult following. With only five stools for inside seating, Chucpacabra relies on outside picnic tables for its guests to eat its simple tacos and other Latin culinary delicacies. Great latin flavors and a “keep-it-simple” pricing strategy. Two eat well at Chupacabra for under $20.
The brand message of this food truck turned “mini” brick and mortar is one of big flavor with a simple fun, upbeat approach. Certainly street food is growing in popularity…but food, however it is served up has to be good and Chupacabra’s is delicious. With menu dotted with items like tacos, arepas, and chicken tortilla soup they’ve reinforced their simple approach to branding with a strightforward and honest menu.
Perhaps its the following developed while Chupacabra was a youngster food truck, but now that its grown up to be a brick and mortar taqueria, it has developed a quick and enthusiastic following. Branding through social media sites, flyers, stickers, and great graphics, Chupacabra has appeal to a wide variety of people. From a youthful, Friday night hipster crowd with disposable income to adventurous middle aged professionals, Chupacabra has it covered with a simple brand message of fun and flavor…. and they consistently reinforce it all they do.
By keeping things simple and consistent, they also developed a following that isn’t afraid to evangelize Chupacabra’s efforts….result: great word of mouth advertising and a little “elfreebo” advertising on a nearby parking meter.
Branding. Nicely … and simply, done.
Chupacabra.
Oh….and some pretty damn good barbacoa, too!
