How this Local Taco Chain's Foot Traffic Soared with Vibe.co

Beto’s Tacos began in 2010 as a catering company, eventually growing into a six-location restaurant group across the Atlanta region. Roberto, the founder and executive chef, had spent over 40 years in the restaurant industry—at major players like IHG, Caesars, and Chipotle—before building his own business from scratch. His vision wasn’t just to run restaurants; it was to build a recognizable brand with staying power.

That required more than good food. Roberto wanted to create a dining experience that resonated with a wide demographic, from university students with $10 to spend to retirees looking for comfort and flavor. With limited capital, no outside investors, and a team still partly compensated in tacos, every dollar needed to work harder. Traditional media wasn’t cutting it anymore—mailers were going straight into the trash, and local magazine ads were increasingly ineffective.

So the challenge was clear: grow brand awareness across distinct neighborhoods and customer types, and do it in a way that respected the budget of an independently owned business.

The team turned to Vibe.co to launch streaming TV campaigns tailored by location and audience. Rather than relying on blanket messaging, Beto’s Tacos used Vibe’s platform to segment campaigns according to each store’s surrounding demographic.

For example, in Suwanee—a suburban, family-heavy area—the campaigns were designed to reach parents, highlighting Beto’s broad menu and family-friendly atmosphere. In contrast, the Midtown location targeted younger audiences near local universities, leaning into affordability, speed, and quality. Each campaign was built with an understanding of not just geography, but real consumer behavior: who lives nearby, what they care about, and how they watch content.

Roberto worked closely with his team at Vibe.co to map out campaign strategy using ZIP code data, housing density, proximity to schools, and even building types. In Midtown, surrounded by high-rises and office towers, the goal wasn’t just to advertise, but to enter the home:

"We had to sneak in. Streaming was the only way to do it."

TV became a new kind of storefront, meeting potential customers where they were already watching: in their apartments, on their devices, on their own time.

The results came quickly. Midtown, in particular, saw measurable increases in foot traffic that correlated with targeted streaming campaigns. Customers were coming in not just to eat, but to engage with the brand they’d seen on their screens.

"People recognize the name. They ask for photos, they ask which location we work at. That’s brand recognition. That’s what we needed."

More broadly, Beto’s Tacos has shifted away from traditional advertising and now sees streaming TV as a core part of its growth engine. Where previous campaigns relied on passive distribution—mailers, static ads, flyers—Vibe.co offered a dynamic, data-informed approach that was responsive to each location’s unique customer base.

Roberto’s long-term goal is generational: he wants teenagers eating Beto’s Tacos today to bring their own families 20 years from now. For that, you don’t just need good tacos; you need consistent presence, cultural fluency, and the ability to meet people where they are.

Streaming TV helped Beto’s Tacos do just that. 

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