California Tortilla


The rapidly growing fast-casual brand, California Tortilla, asked MGH to develop a creative campaign and media strategy to help launch their new Street Taco offering.


Some of California Tortilla’s stores are located within a single DMA, while others are scattered throughout a major city. Additionally, some markets we were targeting only had a single store. With a modest budget, we knew we had to be highly strategic in our media approach, and the creative couldn’t be conservative.


Our media team laser-focused inside each market, geo-targeting ads by ZIP code, and using transit, social advertising and terrestrial radio. We also recommended a Taco Tuesday promotion, which they implemented, to help continue the buzz and excitement around the new product offering. Meanwhile, our creative team delivered with work that matched the intensity of the Street Tacos themselves.

MGH helped California tortilla:

  • Increase sales 37% after the first Taco Tuesday promotion
  • Achieve double-digit increases every Taco Tuesday
  • Increase store sales, some as high as 122%

What a concept: Good work, that actually worked.