The Ask

When executive chef Adam Lathan asked Memo to help bring the Brooklyn-based Gumbo Bros. down south, we were all in for a second round – but we also knew how much was at stake.

In our first round of work, Memo helped The Gumbo Bros.’ fast-casual spot gain traction by showcasing a new brand narrative that brought their Southern roots to the forefront – with an improved ordering experience for catering and delivery that increased orders by 200%.

Ready to expand just 3 years later, Adam chose Nashville, a city full of fellow LSU alumni and NOLA transplants ready for a good bowl of gumbo. Positioned perfectly for traffic from tourists and locals alike, their new spot in the Gulch was finally large enough for the full expression of their brand – full bar included.

This expansion was a chance to be The Gumbo Bros. they’d always imagined.

Now our challenge came with fewer limits, and we were betting big. If we succeeded in establishing The Gumbo Bros. as a vibrant community hub known for its amazing Cajun and great scene, their proof of concept would set the stage for future expansion, rollouts, financing, franchising – the whole jambalaya. If not, well…we were all in.

The Work

Our early conversations with Adam and James Wishon, CFO, focused on what The Gumbo Bros. had the potential to be in this new space. Rather than attempting to recreate an “authentic” New Orleans experience, we decided to design the world we knew Nashville’s Cajun fans were looking for:

An irreverent, alternate universe that transcends authenticity to deliver attitude – a meta-NOLA mindset embracing good vibes and good times.

Our concept clear for the right Gumbo vibe, the real fun began. Led by creative director Douglas Riccardi, all project teams deployed to complete their pieces of the vision.

As Memo manifested the brand strategy across all visuals and collateral, Douglas directed architecture/interior design firm Pfeffer Torode, ensuring every layer of the brand’s physical experience reflected its spirit. He also consulted closely with Adam and James to streamline decision-making, minimize challenges, and maximize time and investment at every stage. 

As a result, The Gumbo Bros.’ Nashville location was built, designed, and ready to open its doors quickly and without significant compromise to concept or cost. 

We stayed on budget and on time while having a good time. That’s the power of an infectious brand vision: it gets people on board and aligned under a common goal.

The Results

The Gumbo Bros.’ reception in Nashville has been exceptional: a warm welcome from long-standing Cajun fans, a parade of first-timers turned regulars, event invitations from landlords and community friends, and kudos from the press. 

This second location confirms The Gumbo Bros. are here to stay. And the chance to spread their signature good vibes and good times to new markets? That may come someday very soon...stay tuned. 

Within 3 months of opening, The Gumbo Bros. celebrated these results:

• Turning a profit after 2 months

• Exceeding sales projections

• Attracting investors & brand partnerships