Tacos and margaritas have endless appeal, but Mexican restaurants have endless competition. For the four premium brands of Xperience Restaurant Group, we used digital marketing to make each brand stand out from its competition, focusing on the experience and creating compelling reasons to visit. For Sol, we took it a step further, refreshing the brand identity to support market growth. Overall, we opened new locations across the country for 3 of the 4 brands—Las Brisas being a one-of-a-kind destination.