How La Vagabunda in Playa del Carmen Survived the COVID-19 Pandemic with Astral Restaurant Systems

Simone and Nancy built a dream in the Riviera Maya 30 years ago with the opening of La Vagabunda in Playa del Carmen. For decades, this restaurant became an iconic spot for tourists, known for its vibrant atmosphere, authentic flavors, and welcoming environment. However, with the arrival of the COVID-19 pandemic, they faced one of the greatest challenges in the restaurant’s history.

In a critical period, Astral transformed La Vagabunda’s operations. Through a comprehensive strategy, the restaurant managed to recover and surpass its pre-pandemic figures.

+150,000 USD

in revenue

+45%

growth

+3,000

new customers

Antes de Astral

0 Customer database.

0 Emails sent to customers.

0 Subscribers in their rewards program.

4.3 Google rating.

90% of their customers were tourists.

128th position on Tripadvisor in the breakfast category.

Después de Astral

25,000 people in the customer database

35,000 monthly emails sent to customers

20,000 subscribers in the rewards program

4.5 Google rating

4th place on Tripadvisor in the breakfast category

El desafío

The pandemic posed a serious test for La Vagabunda’s survival. With the temporary closure of businesses and the sharp decline in tourism, their revenues plummeted. They relied primarily on tourists, and their digital presence was lagging, with no customer database or loyalty programs in place.

Astral Restaurant Systems stepped in to help La Vagabunda build a strong base of local customers and strengthen loyalty among those who already knew them. They implemented a comprehensive digital marketing strategy that not only increased customer traffic but also established a lasting connection with them, helping the restaurant survive the pandemic and secure a top position in the market.

Cómo lo Hicieron

Astral Restaurant Systems implemented a series of tools and strategies that helped La Vagabunda build strong relationships with its customers:

  1. Creation of a Solid Customer Database: Through data collection via QR codes and website forms, La Vagabunda was able to build a database of more than 25,000 customers. This database became a vital resource for direct marketing and customer loyalty.

  2. Automated Marketing and Email Campaigns: By sending 35,000 personalized emails each month, La Vagabunda maintained top-of-mind awareness among customers, keeping them informed about promotions, events, and new menu items.

  3. Rewards Program: The launch of a rewards program, which gained 20,000 subscribers, encouraged repeat visits by rewarding customer loyalty with exclusive discounts and offers.

  4. Enhanced Online Presence: Astral helped boost La Vagabunda’s visibility across digital platforms, raising its Google rating to 4.5 and achieving 4th place in Tripadvisor’s Breakfast category.

  5. Focus on Local Customers: Unlike in previous years, when 90% of customers were tourists, La Vagabunda successfully built a base of loyal local customers, ensuring stability even during periods of low tourist activity.

Conclusión

The story of La Vagabunda shows how a restaurant with deep roots can reinvent itself and adapt, even in the face of a global crisis. Thanks to Astral Restaurant Systems, Simone and Nancy not only saved their business but also laid the foundation for long-term sustainable growth. Today, La Vagabunda remains an iconic destination in Playa del Carmen, with a strong digital presence and a loyal customer base that continues to grow every day.