A restaurant problem that became history
Mariano Martinez opened his first restaurant in 1971. That year, he adapted an ice cream machine to solve a consistency problem with frozen margaritas.
The result was the first frozen margarita machine, an invention that helped change the Tex-Mex restaurant experience. In 2005, the Smithsonian National Museum of American History added the original machine to its collection.
That history gives the marketing work a particular responsibility: helping people discover the brand without treating it as a blank slate.
Marketing built around Mariano’s Hacienda Ranch
TRUEMKT developed a tailored way of working, with standards defined around the restaurant brand’s needs and challenges. The collaboration pairs Mariano Martinez’s restaurant legacy with the marketing work of TRUEMKT, founded by J. Andrade.
TRUEMKT’s role is to build, produce and maintain a consistent marketing presence. The approach takes the brand’s identity and history as its starting point, rather than using a generic restaurant template.
The goal is to keep the restaurant’s story and offerings relevant to new generations, without losing the identity built over decades.
