The Quesería that didn't sell cheese
Rafa Llacer ·
In Seville’s Los Remedios neighborhood, La Quesería reconnects with its roots by serving cheese again after decades as a pub, blending the venue’s rich history with its present.
Our Digital Marketing Agency is located in the space that, decades ago, housed an old bar. It was known as El Faetón (you can still recognize it on the facade, where tiles bearing its name are still preserved). Together with La Quesería, located in the adjacent space, it formed a landmark on the map of the effervescent Seville nightlife. Back then, the wide glass, the gin and tonic without juniper or cardamom dressing, was not the trend. It was still seen as an exotic concoction, and the Cuba Libre always reigned as the king of the party. The world was infinitely simpler.
Long after it closed, Nömad continues to grow in this old location. Nourishing itself from the energy it has treasured since those days when it was the stage for meetings, toasts, laughter, and other passions of the thousands of Sevillians who passed through it. In contrast, our neighbors at La Quesería continue to open their doors to new generations. Whether they live in the Los Remedios neighborhood or not, people come to play billiards or have a drink in good company. After so many years, despite the necessary adaptation to modern times, it maintains its charm and a solid clientele loyal to its drinks.
With the arrival of the new year, La Quesería is once again giving the business a new twist. The vocation remains intact: to reach out, recognize, and satisfy its customers. This time, they turned to our Digital Marketing Agency so that we could design the ideal strategy. And we found the key.
Why doesn't La Quesería serve cheese? Why, if it doesn't specialize in it, is it called La Quesería (The Cheese Shop)? Faced with this dilemma, we went to speak with Manolo, the factotum of this project. We entered La Quesería, ordered a beer, and asked him the question. The curious onlookers at the bar near us pricked up their ears. Manolo smiled and replied: “Because this used to be a cheese shop.”
Indeed, depending on the age of the local neighbor asked this question, we would get one answer or another. If this neighbor is getting on in years, or if they remember a Silvio or Triana concert, they would remember that La Quesería opened in 1981, serving wine with assortments of cheese, pâtés… They would also remember that only a year later it changed course, becoming the pub that persists to this day. But if, in the eighties, they were too busy being born, crawling, babbling, and depriving their parents of new evenings at La Quesería (as is the case for the person writing these lines), the same question would likely arise for them as it did for us.
For this reason, we proposed a 180-degree turn, a return to those origins, a knowing nod to the entire neighborhood that has seen them grow: after 35 years of serving their customers, La Quesería is once again serving cheese, an assortment of Spanish, French, and other varieties to accompany their drinks. Thus, those who now approach La Quesería are invited to look back, to rethink those years and everything that has changed since then in Los Remedios and in Seville. And if there are no memories to dive into, this new proposal can lead to the question, the need to find answers that forces one to inquire about the origins of this legendary place.
Furthermore, looking toward Christmas, to boost this communication action, we also designed a special promotion. A discount on drinks with a tasting of these new products. So you can spread the word: at La Quesería, they now serve cheese!
La Quesería designs
