Rebranding the Santa Fe Capital Grill

James Glover - May 14, 2013


Listen to our featured Ask Those Branding Guysradio show podcast: Rebranding Santa Fe Capitol Grill

Hello, I’m Jim Glover, That Branding Guy, forOnce a Day Marketing™. Today is Strategic Tuesday and we are discussing what it takes to rebrand a local restaurant.

On our radio show Ask Those Branding Guys, we spoke with Patrick Torres, General Manager of Santa Fe Capitol Grill, an established restaurant located in Santa Fe, New Mexico. Torres has been tasked by the owner to enhance the brand image of the restaurant and create greater mindshare with existing and new customers.

Torres discusses the strategy he is using to rebrand and attract new restaurant-goers. He explains that the experience is a key factor along with establishing a desirable dining environment. He is striving to make the establishment hip, cool and family-friendly. Santa Fe Capitolis targeting Gen Y (18 to 33 year olds) with a new DJ night on Tuesdays and also attracting Hispanic and Latinos, a large percentage of the Santa Fe population.

Also appearing on the show was Mark Smither, VP and Strategic Director at Paulsen Marketing, experts in agriculture and rural lifestyle marketing. Smither shared his insight around how to brand agriculture products and appeal to target markets. Kubota Tractor was highlighted, one of Paulsen long-standing clients. Smither also noted the importance of a brand being unique, compelling and believable.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at You may also contact James Glover at (505) 501-1330 or email You can listen to Ask Those Branding Guys every Monday at noon (MDT) as it streams live on KVSF 101.5 FM.

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