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The VICIO phenomenon expands its influence on the island paradise with a new location in Plaça del Comtat del Rosselló with capacity for 133 diners.
The leading national burgers brand opens its first restaurant in Mallorca, following the success of the delivery format it installed last year on the island. Now, the chain wanted to expand the physical experience for customers with a new establishment located in the centre of Palma where they can enjoy its culinary hits in the middle of a new space with an avant-garde aesthetic.
In the words of Aleix Puig, co-founder and president of VICIO: ‘The intention of this restaurant is to offer a space designed for Mallorcans. Fortunately, Palma is one of the cities with the most tourism at a national level, and this fact means that many restaurant groups focus their offer and their establishments on this more international public. We want to ‘give all the locals their own’, so that they feel that VICIO is their home, literally, and this is what we wanted to convey in our campaign ‘a place for locals’.
Their social media presentation campaign revolved around ‘aquest nou VICIO’ in a sarcastic way; highlighting that it is a restaurant without sangria or happy hours to reinforce their authentic and friendly approach to the island’s residents.
The good reception of this local has been reflected in the more than 7,000 people who have passed through the premises, which means having sold more than 16,000 hamburgers in its first months of operation. Within its offer, ‘Mallorcans are clear, La Bacon Cheeseburger is their favourite burger’, Puig points out.
The company currently operates 28 delivery outlets in Madrid, Barcelona, Seville, Malaga, Valencia and Palma de Mallorca, Zaragoza and Alicante, and six restaurants in Madrid, Barcelona and Palma de Mallorca. This remarkable growth, which began with a modest garage in Sants, has been achieved thanks to three fundamental pillars: the exceptional quality of its products, the implementation of advanced technology and a hamburger that conquers all.
