Don Melchor Don Melchor

Don Melchor is a Tallahassee Mexican restaurant that opened its doors in September 2024. Located on Bannerman Road, about 25 minutes from FSU’s campus, the restaurant’s wide offering needed to appeal to more than just students. My classmates and I had the opportunity to work with Don Melchor as our client for our Fall 2024 Hispanic Marketing class capstone project. 

For the project, we developed a comprehensive IMC plan for Don Melchor to target Tallahassee locals in the northeast side of town. The bilingual campaign was devised to appeal to English-speaking customers while conveying the authenticity of the food and the core values of the business. Through focus groups, interviews, several site visits, and a few too many tacos and tequila shots, we developed a detailed guide for the business to implement. Our full paper can be downloaded here.

Below are some highlights from my contributions to the IMC plan.