The New York Burrito Company (NYBC) hosted its much-anticipated Taco Eating Contest 2.0 at Phoenix Palladium on 10th February 2023. The event witnessed a massive turnout with 1500 registrations and 800 participants who were eager to indulge in the brand’s delicious Mexican treats. Each taco lover participating in this contest had to finish as many tacos as possible within just 2 minutes. A winner was declared in each round of 12 contestants and the top 50 fastest taco-eaters were declared winners and rewarded with a brand-new JBL speaker.

NYBC’s Taco Eating Contest is an IP of the brand, designed with the aim of introducing Mexican flavours to new audiences as well as celebrating the brand’s loyal patrons. It marks as a perfect opportunity for NYBC to celebrate the love they have for Mexican food and of course its love for Mumbai. Moreover, this shaped a fruitful marketing campaign for the brand to connect Mexican food with the spirit of fun and adventure and generate curiosity amongst the brand’s key demographic – the youth.

“Mexican food is quickly becoming one of Mumbai’s most popular cuisines. We’ve been pioneers in introducing Mexican flavours to the Indian palette with quick service turnarounds. Hence, the NYBC Taco Eating Contest was our way of celebrating our dearest loyal patrons and introducing ourselves to those who hadn’t discovered us yet, especially since, Taco is one of our signature dishes and also one of the most popular asks of the city. Our team was thrilled to be rewarded by an overwhelming response to the event that flooded us with the warmth, enthusiasm, and passion that our patrons have for the NYBC offering.”

Senil Shah, Founder,

“We were extremely thrilled to have had the opportunity to execute this exciting Taco Eating Competition for our client – The New York Burrito Company. As marketers, we understand the challenges of creating a competition that brings a community together and targets a specific day. Our team successfully achieved this by implementing a comprehensive strategy that hit our target numbers. Our approach included collaborating with food bloggers for the main event along with the pre-event buzz where we had 25 bloggers come and capture a teaser for their audience. By creating a sense of community and delivering a complete experience, we were able to draw a diverse crowd and generate immense traffic for the brand and were very happy to see the turnout.”

Digisha Shah, Founder of DSPR who manages PR activities for NYBC

The power-packed event was a huge success thanks to the hard work put in by the brand’s in-house teams along with the PR and social media teams who collaborated with prominent food bloggers to preview the contest and spread the word about the brand’s amazing tacos. Not to forget the amazing customers from various parts of the city who turned up to support the brand and enjoy their fill of delicious tacos. Currently, NYBC is present across 16 outlets in the city including Ghatkopar, Bandra, Pali Hill, Phoenix mall, Viviana mall, Kandivali, Oberoi mall (Goregaon), Oshiwara, Lalbaug, International airport, Juhu, Matunga, MIDC Marol, Mulund, Vile parle and has been rapidly growing too with their spot-on branding and marketing strategies along with offering the best Mexcian flavours in the city.

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