Creating a branding and communications strategy for a chicken restaurant in Peru
A Peruvian family-owned chicken restaurant in need of marketing advice
Broaster Chanchamayo is a Peruvian family-owned restaurant based in La Merced, province of Junín, in the Central Amazon of Peru. 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 caters for people with a light diet. It 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.
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 and expansion plans. As one of PUMs experts for Marketing and Sales, 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. The strategy developed included strengthening their branding, delivery and client communication, including their presence on social and online media.
We discussed how the restaurant and its staff (should) communicate with (new) guests. A key part of the strategy was discussing ideas how to increase visibility of their delivery service. 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, I advised to develop a new logo which should be more aligned with their unique position in the market. We started to work on the briefing for the communication agency in Lima during my stay. The same agency also received the briefing for developing branding guidelines so that the administrator can use them during the remodeling phase of the restaurant.
What does the Chamber of Commerce say?
"The participation of Véronique Schyns in the Central Jungle represented an important contribution to the business strengthening of the region. Thanks to the articulation promoted by the Central Jungle Chamber of Commerce with the PUM Netherlands Senior Experts program, she provided specialised advice in marketing and commercial strategy to the company Broaster Chanchamayo, contributing to the strengthening of its brand, positioning and growth projection. PUMs commitment and transfer of knowledge reflect the value of international cooperation to promote the sustainable development of local businesses.
Véronique is a kind, cordial person but with the strength of her convictions. Without a doubt, her stay in the Central Jungle is remembered with great esteem and sympathy."
Sire Martínez
President
Chamber of Commerce of the Central Jungle
