Strategy and Concept

Cancun Grille® objective is to be positioned as a national leader in the Mexican segment of the full-service casual dining marketplace. To accomplish this objective, Cancun Grille has developed strategies designed to achieve and maintain high levels of customer loyalty, frequent patronage and profitability.

The key strategic elements are:

• To offer consistent, high-quality, original recipe authentic Mexican menu items with the flavor of the Caribbean;
• Pricing menu at competitive market standards;
• To select, train and motivate employees to enhance customer dining experiences and the friendly, casual atmosphere of each and every Cancun Grille;
• Provide its customers with friendly, attentive service typically associated with more expensive casual-dining experiences; and
• Reinforce the perceived value of the dining experience with appropriate décor. A typical

Cancun Grille will have an inviting and interesting Mexican interior that beautifully depicts the warmth of its Cancun theme.

Every Cancun Grille will have a gift counter that offers Cancun Grille T-shirts, jackets, hats, mugs, gift certificates and posters of warm and exciting Cancun, Mexico.