Old El Paso’s pop-up restaurant in Australia
In a mix of flavor, fun and fantasy, Old El Paso Stand ‘N Stuff Soft Flour Tortillas made their recent debut in Australia via a temporary taco restaurant in the busy Melbourne Emporium.
As many as 500 people per day stop by the Stand ‘N Stuff Tortilla Family Bar and buy a taco. Then they watch as a tortilla is warmed on a miniature Ferris wheel and delivered to a chef, who fills it with Old El Paso-seasoned beef, chicken or pork and passes it to them via a sushi-style conveyor belt.
Consumers’ delicious creations can then be topped with Old El Paso sauces. The site also includes tables with specialized heights for kids and adults to ensure consumers truly “stand ‘n stuff.”
It’s all part of the month-long experience through this Friday, July 25, to get Australian consumers better acquainted with the mess-free tortilla that’s shaped like a boat, says Matt Salter, marketing manager for Old El Paso. General Mills Australia wanted to make a big splash for the new tortillas and the accompanying taco kits introduced in the U.S. last year.
“Our pop-up restaurant so far has proven that once people try the tortilla and understand its benefits, they love it,” says Matt. “We found an opportunity to give customers a chance to try the delicious new product in a fun and interactive environment.”
In Australia, Mexican food continues to grow in popularity and is a favorite among families. Matt notes that the relaxed and informal nature of Mexican food makes it a “great cultural fit” for Australian consumers and their love of casual dining. Old El Paso has been a well-known brand in Australia since the early 1980s.
Along with the food, consumers also get a chance to receive a free Old El Paso Stand ‘N Stuff Soft Taco Kit by posting photos of their experiences at the pop-up restaurant on Instagram using #OldElPaso and #MakeItYourWay.