Creating a branding and communications strategy for a chicken restaurant in Peru

Broaster Chanchamayo is a Peruvian family-owned chicken restaurant and delivery service based in La Merced, province of Junín, in the Central Amazon of Peru. The area is known for their coffee and fruit production. In the restaurant they serve primarily high-quality fried chicken (broaster) and other local meals, such as soups, meat dishes and non-alcoholic natural fruit juices and drinks. Established in 1981, driven by the popularity of eating fried chicken in this area, their vision is to expand the concept to other small communities in the area, which will offer employment to more local chefs, waitors and other quality local food suppliers in the value chain. 

Broaster Chanchamayo believes in the necessity of high-quality local products and service, caring for people and planet. In addition to the locally well-known fried chicken, the menu offers salads, soups and natural fruit drinks to cater for people with a light diet. In contrast to others, they directly employ around 18 locals, because they offer table service.

Collaboration with PUM

The collaboration with PUM started because of the restaurant remodelation plans. A second reason is their expansion plans, opening new restaurants under the same concept. As PUMs expert for Marketing and Sales, with deep knowledge of the Spanish language and Spanish America, I traveled to la Merced in August-September 2025 to support the administrator of Broaster Chanchamayo with marketing, branding and communication advice. 

This on location advice focused on long-term growth by amongst others a deep dive into the positioning in their market, what makes the restaurant unique and translating this into a branding and communication strategy. We also listed company strengths and weaknesses and discussed improvements, such as how the restaurant and its staff communicate with (new) guests. A key part of the strategy was discussing ideas how to increase visibility of their delivery service, such as via communication and promotions. Future success depends on keeping their loyal clients, increasing the sales of their delivery service and reaching new markets. 

A new logo

As part of the branding strategy, we decided to do a rebranding, create a new logo. I am helping Broaster Chanchamayo with developing this new logo, more aligned with their unique position in the market.

As part of my advice, I briefed a communication agency in Lima. The agency is also developing branding guidelines so that the administrator can use them during the remodeling phase of the restaurant.

What’s next?

Broaster Chanchamayo is a hybrid chicken restaurant, offering on the one hand high-quality meals and service, whilst at the same time it caters to people with a small budget. The strategy developed includes strengthening their branding, delivery and client communication, including their presence on social and online media. The success of this plan, however, will depend on execution. Therefore, I am still regularly monitoring progress remotely. It’s important to keep the communication open. Collective responsibility will be key to keeping the company on track. 

It was an absolute great pleasure to work with the administrator and her team onsite in La Merced. Already a great win is the opportunity to help an entrepreneur with understanding the importance of marketing and client communication and ways to structurally improve some important elements of the business. Together we will make further progress. 

Broaster Chanchamayo

Jirón Junín 900, La Merced, Peru