Purchasing an Existing Restaurant in Morristown, NJ

In 2022, Orale Mexican Kitchen expanded its footprint to Morristown, New Jersey, in response to a unique opportunity. A silent investor who was facing challenges with a struggling restaurant sought Orale’s expertise to revitalize the establishment. Recognizing the potential for transformation and profitability, Orale took on the task of reviving the former restaurant replacing J&K Steakhouse at 56 South Street. We initially were going to completely change brands and while still being Mexican, we created an amazing brand titled “Broken English,” but it became clear very quickly that we had a strong market recognition as Orale Mexican Kitchen causing us to shelf the new brand for future use.

Pains/Challenges

Upon taking over the Morristown location, Orale encountered various challenges inherent in revitalizing a struggling venture. These challenges included outdated operations, lackluster branding, and a disconnect with the local community. The task at hand was not simply to open a new restaurant but to completely transform it from the previous one.

Services Applied

● Thorough operational analysis for efficiency and profitability 

● Adaptation of the Day of the Dead theme for brand transformation 
● Community engagement for local support and sense of belonging

Outcome

Completely transformed the struggling restaurant into a vibrant and profitable establishment. We took the sales volume from 1.7 million yearly to 4 million.  Implemented efficient operations that maximized profitability and customer satisfaction, and created a strong community presence and support, essential for long-term success in the area.