In short it's a Tex-Mex Restaurant, that will feel American, look modern American.
It won't feel like the Traditional Mexican Restaurant with Mexican flag colors and clown color tables and chairs.
Will be offering delivery of Tex-Mex food. Will deliver late at night to the University of Kentucky's campus, downtown Lexington, and the hospitals. 25-30 tv's.
Set up in zones so you sit in the section of the game you want to watch and only hear the sound for that game. So basically a sporty Mexican place that feels American, and is the only Mexican place that delivers in town.
The Macho Nacho will have a lot more beers on tap then the traditional Mexican Restaurant (24), with a couple seasonal beers on tap, that rotate in and out. I will try to have to an exclusive beer with one of the local breweries in town.
Mexican Brunch on the weekends, with Mimosas and Bloody Mary's specials.
Delivery/take out will be off the website and smart phone app. It's going to have 69 different tequilas with a tequila club, 20+ bourbons.
Also approachable sexuality is a key part of the restaurant as well, both for men and woman.
Four main parts to the restaurant: fried food/tex-mex food, alcohol, sports, and approachable sexuality. With the name trying to be bold, humorous, and unforgettable. Key thing is attracting woman, attract women, men will follow.
Target Market is 21 to 39 year olds, both male and female.
I don't want the logo to be cheesy, so tortilla chip with muscles is completely the wrong idea. Also I want to respect Mexican culture, so I would avoid somparos and mustaches. The idea is to open more of this brand once the first is successful, so the logo needs to be well done. The name gives away the idea the restaurant is either Tex-Mex or Mexican food, but feel free to use that or the other three key main parts to the restaurant so that customers know what to expect at The Macho Nacho.