King Taco
Hi Raquel!
We’ve identified key strengths, along with areas we believe could significantly enhance the King Taco brand.
We appreciate you taking the time to review our findings. While AI was used in our information gathering, all insights and recommendations were tailored by HUMANS at Brandtailers!
Brand Positioning
Strengths:
- Iconic L.A. institution with over 40 years of history
- Strong brand equity among Latino communities and loyal locals
- Known for authentic, no-frills Mexican food—especially tacos and salsas
- King Taco is part of the cultural fabric of East L.A. and beyond.
- Pricing, portions, and authenticity appeal to both working-class and foodie crowds
Ideas:
- Develop a clear brand narrative or mission that can be communicated online
- Tap deeper into heritage and community pride
- The brand is heavily reliant on word-of-mouth and legacy reputation, not modern brand-building techniques
- Does not stand out from a branding standpoint—logo, signage, and website feel generic and dated
- Could benefit from a refreshed visual identity that respects tradition while modernizing appeal
Today
Brand Assessment
Strong brand with a great story that lacks a clear message and voice
Market Assessment
Known for authentic, no-frills Mexican food among working-class and foodie crowds
Target Assessment
Missing out on a percentage of Millennials and Gen Z who may have strong devotion to similar brands
GTM Action Plan
Unknown
Tomorrow
Brand Assessment
Brand story has been clearly communicated and embraced among relevant guests
Market Assessment
King Taco is seen as a preferred brand that solves for much more than taco cravings
Target Assessment
Marketing efforts have broadened to a significantly larger audience
GTM Action Plan
TBD
Creative Strategy
Messaging – The Real Taste of L.A.
Confident but humble, warm, bilingual-where-appropriate (Spanglish OK), no corporate gloss. Emphasize family ownership, handmade salsas, carne asada grilled daily, etc.
Tap into nostalgia marketing with content showing multi-generational families dining together as well as content featuring Gen Z customers blending modern streetwear/language with traditional dishes.
Creative – Heritage without Hype
Blend of gritty L.A. street photography + clean food shots; vibrant, energetic colors inspired by classic Mexican tilework and signage.
Keep tone approachable, unpolished, and human. Feature real team members & longtime customers in campaigns.
Ideas
Tacos That Raised a City
Key Message: “We’re the taco shop your parents (and their parents) brought you to.”
Tradition Meets Now
Key Message: “The tacos haven’t changed—just the way you order them.”
Community Over Campaigns
Key Message: “We don’t need gimmicks—just great food and good people.”
Media Strategy
Digital- In-stream Video & STV
Mix of in-stream video and geo-targeted Streaming TV (STV) campaigns with a goal of driving in-restaurant foot traffic
Social – TikTok, Insta, Shorts
TikTok and YouTube Shorts; promote UGC and BTS content. Target L.A. audiences by neighborhood
