Burrito Bar was an ambitious Queensland-based brand with aspirations of becoming a national player when I joined the business.
I was engaged to lead Brand Diagnostics, Brand Strategy, and Go-To-Market over a four-year period. The work began with deep diagnostic analysis of the brand, category, customer behaviour, unit economics, and expansion constraints to determine what could realistically scale, and what would break under growth.
From that diagnostic foundation, I defined the brand strategy and national go-to-market architecture, then led identity development, communications, and rollout. The focus was on building a scalable brand system that could support rapid expansion without losing coherence, operational discipline, or commercial viability.
That work included the development of a predictive demand modelling algorithm to inform expansion sequencing and site selection, alongside the design of scalable marketing infrastructure to support national growth. I also led a full brand refresh, embedding the brand and go-to-market systems required to operate consistently across multiple Australian states.
The outcome was a brand and operating system designed explicitly for scale, consistency, and sustained expansion.
The impact included:
- Expansion from 4 locations in Queensland to 32 stores nationally
- Profitable expansion decisions informed by a predictive, sophisticated algorithm
- An 11x increase in network revenue
- A cohesive national brand identity that scaled nationally across Australia
Strong brand and go-to-market infrastructure that supported rapid store rollout and revenue
