GoKawiilFrom “cringe” content to unexpected storytelling, Kristen Corral shares the unconventional playbook behind her brand’s growth.
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Key Takeaways Don’t lead with labels. Lead with what customers love.
A welcoming brand can attract people beyond your niche.
Authentic and “cringe” content often outperforms polished marketing.
Most vegan restaurants market to vegans. Tacotarian does the opposite.
The Las Vegas-based restaurant brand serves plant-based Mexican food, but co-founder Kristen Corral says the company never wanted the experience to feel exclusive or overly niche.
“We don’t like to advertise that we’re vegan,” Corral says. “The story becomes, ‘Hey, we have this really good food. Oh, by the way, it just happens to be vegan.’”
This type of thinking shaped the brand early. Many vegan restaurants, Corral believes, unintentionally market themselves to a very small audience. Some become so focused on vegan identity that customers outside that world stop feeling comfortable walking in.
For Corral, the goal is to reach people outside the “3%” who would never walk into a vegan restaurant in the first place.
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