The “Burgercita” (the little burgeois burger), The “Tercos” (stubborn) hotdogs, “are just some of the tasty options offered in the streets of Mexico but not in your phone.

Before our Greatest Guide to Jochos and Burgers, just a few places existed in the digital world.

The lack of creative and economic resources were stepping in the way of becoming more popular among new clients.

FIRST INGREDIENT. EXPANDING THEIR POTENTIAL CLIENT BASE.

For the first time, we made thousands of kiosks visible by creating -The Greatest Guide to Jochos & Burgers - a digital platform that put them on the map by delighting hungry customers with unique creations.

Using the Google Maps interface and Bimbo's own database of commercial partners nationwide, we consolidated more than 8,402 places that consumers could find online through geolocation. The Guide also allowed users to rate their favorite places using a special ranking we created, the “Ricometro” (sort of Taste-meter), as well as registering new places that were not on the site.

In each kiosk, we included QR codes that directed to the website so that users knew more places to visit.

As a reference to the dimension of our guide, OpenTable in Mexico only has registered 669 restaurants. The biggest fast food chains in Mexico don’t surpass 1,000 units.

SECOND INGREDIENT. MAKING THEIR VISUAL APPEAL AS UNIQUE AS THEIR FLAVOR.

How do you design and produce 8 thousand different artisanal-looking signs in 3 weeks?

One thing was sure, we were not selling the same fast food burger in every place. We needed to respect their uniqueness. The nightmare of scale production. The uniqueness of each kiosk and its most famous product had to be respected. The “Suegra” burger (mother in law because it is difficult to swallow) from “Los Chepos” kiosk deserved a unique image. The same as the “Rompe-dietas” (diet breaker) from “The Engineer”.

To serve each one of the 8,402 kiosks that are BIMBO key clients, we used the speed and efficiency of AI connected with a human team of creatives and art directors to design and produce 42k graphic layouts in 3 weeks, all inspired by the rich imagery of Mexican street art.

THIRD INGREDIENT. MAKE ALL MEXICO CRAVE FOR OUR JOCHOS AND BURGERS.

We invited the most credible experts in both gourmet and street Mexican food to visit the kiosks in our digital guide, so they would enjoy the experience and report it in their own feed.

We also had heavy activity on the most relevant moments of the year such as: the hot dog day, the children’s day, the burger day, etc. broadcasting clips with interviews to the owners of the most iconic small restaurants where they invited the audience their legendary recipes. In these PR actions, the media presenters and influencers would also explain how to access the digital guide and how to find the closest kiosks to user locations, such as the burgers and jochos that were closer to them.