Brand Strategy

Mission Statement

At Café Dulzura, every day is Día de los Muertos as we remember the lives of our loved ones and the happiness that they have brought us. Through a celebration of Mexican culture and art, we provide authentic coffee and food to the neighborhood. We build meaningful relationships with our community and those around us by creating a welcoming and supportive space.

Target Audience

Age Range — 18 to 60 years old

Where They Live — Boulevard Park, South Park, Burien, Tukwila, SeaTac area, visitors going to and from the airport

Need — Food and drinks to start their day, can’t or don’t want to make it themselves

Values — Mexican traditions and flavors, personable experiences, supporting small businesses, connecting with the community

Competitor Analysis

The Frontside Grind Espresso
4.5 stars, 52 reviews (Google as of 5/4/25)

  • Window ordering only

  • Offers only drinks, no food options

  • Classic drinks, no specialties

  • No prevalent or consistent branding

  • No social media presence or website

COFFEE HOUSE & LOUNGE
4.8 stars, 12 reviews (Google as of 5/4/25)

  • Sit down location

  • No business or product information on Google

  • No social media presence or website

Amazonia Cafe, Burien
4.6 stars, 83 reviews (Google as of 5/4/25)

  • Drive through only

  • 7 locations

  • Offers a variety of drinks and some foods; Mexican inspired snacks only at Auburn location

  • Amazon rainforest inspired visuals and illustrations

  • Social media posts feature behind the scenes, product features, humor with employees

Unique Value Proposition

Come for the coffee and food, stay for the community.

Not only does Café Dulzura provide authentic Mexican flavors to start your day, but we value our customers as people and work to support our community.

Brand Voice

Personality & Tone

Personality traits — Passionate, creative, friendly, genuine, warm, outgoing/silly, resourceful

If Café Dulzura was a person, who would they be to the customer? — A good friend

Tone — Informal; friendly, warm, resourceful

Brand Language

General Slogans, Key Words

  • Tradición, cultura y arte

  • All we need is love and cafecito

  • Chisme y cafecito

  • Doña Dulzura / La Maria

About Product Offerings

  • The one stop for pan dulce, horchata latte, tamales and more!

  • Mexico City flavors

Additional

  • The coffee shop of my dreams

  • Amor a la Mexicana

  • Celebrating the lives of our loved ones

  • Soy mas chingona que bonita