The new restaurant concept was based upon the freshest ingredient, complemented by a festive atmosphere, friendly service, and cutting-edge advertising and marketing strategies. The key would be to prepare and serve the freshest "made-from-scratch" Mexican foods possible. Everything would be prepared fresh every single day. In addition to their freshness concept, they wanted to have a fun, festive atmosphere, and fast, friendly service. The atmosphere would be open, brightly lit, and bustling with activity. Their target market would be mostly families with children, between the age of 18 to 49. Their marketing programs would be memorable, with the advertising designed to provide an appealing, slightly offbeat positioning in the market.