Bro-Ritos
Background
Bro-Ritos is the only Food Truck in New Jersey offering burritos, which gives them a competitive niche in the Food Truck market. As they continue to grow, they wanted to do so strategically. They've generated a high demand for their service but they've also missed many opportunities due to only having one food truck and unsuitable weather conditions, since it's a seasonal business. So a team and I consulted Bro-Ritos to develop a strategic growth plan so that they can overcome obstacles they were faced with.
My Role
As the only UX Researcher on the team, I approached the project by learning about Bro-Ritos business operations inside and out. I started by meeting with owners in an introduction meeting to identify their goals, needs and pain points. I learned that a lot of their operations and processes were not documented, which was a key reason the owners did not want to hire additional employees. Defining this problem enabled me to shape solutions intents. The owners and I agreed that creating a detailed operations flowchart along with business process documentation would streamline their on-boarding process as the team and business grew. Leading the creation of those two deliverables, I scheduled weekly recurring meetings with the owners to gather additional information, provide them the opportunity to give feedback, and iterate on the documentation.
Results
We learned that Bro-Ritos is more than a Food Truck; it's a brand that excites and delights their audience. They have a strong customer base, from individual consumers to corporate clients. To overcome seasonal weather barriers, the owners decided a storefront was the best solution. In 2020, Bro-Ritos opened their first flagship storefront from the recommendation in our strategic plan. They're located at 137 1/2 Main St, Hackensack, NJ 07601. If you're ever close to them, check them out!
