Parole serves pizzas and milanesas al horno in Madrid, with a tone that refuses to behave.
I lead brand strategy, social media and content creation, manage the brand's presence and performance on delivery platforms, and created Casa Parole, a sub-brand extending the universe beyond the restaurant. I also designed and built somosparole.com
The work proves a simple thesis: a neighbourhood restaurant can be run with the same brand discipline as a global company — and grow because of it.
The challege
Most neighbourhood restaurants treat branding as an afterthought — a logo and a delivery listing. Parole started from a sharper premise: an Italian taberna with genuine attitude, pizzas and milanesas al horno, and a tone that refuses to behave. The challenge was to run a restaurant brand with the same discipline as a consumer company, and to extend its world beyond the four walls of the venue.
The approach
I lead brand strategy, social media and content, and manage Parole's presence and performance across delivery platforms — where most of the volume and most of the brand erosion happen. I also created two sub-brands: Casa Parole and Milanesas al horno by Parole, stretching the universe past the restaurant itself, and designed and built the website. The thesis is simple and it holds: a taberna can be run with the rigour of a global brand, and grow precisely because of it.
Social
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