Nostalgia could be a optimistic and a adverse for a enterprise.
If folks have made visiting your retailer or restaurant a household custom, it signifies that a specific amount of enterprise will present up yearly on a recurring foundation.
That, nevertheless, will also be a lure, as a result of what the nostalgic guests need might not be what attracts day-to-day viewers. Serving nostalgia makes it arduous to make modifications and locks a enterprise in a sure place.
It is a lure that Campo Verde Mexican Bar & Grill, a 42-year Texas icon recognized for its Christmas-all-year decorations, mannequin prepare, and 120,000 lights, has fallen into.
Campo Verde has been a household custom
For many years, Campo Verde has been a vacation spot for folks to carry their children with a purpose to present them a part of their childhood.
The restaurant defined its enterprise on its web site.
“Since the early eighties, we’ve been more than just a Tex-Mex restaurant — we’ve been a destination. A place where families gather, stories are shared, and sizzling plates hit the table with a little extra magic. From our famous ceiling train and year-round holiday décor to bold, house-made dishes served with heart, we do everything with personality — and plenty of cheese,” it shared.
It additionally famous that it has tried to replace its choices. The chain closed briefly and got here again with an elevated menu.
“We’ve recently reopened with new energy, fresh ideas, and the same spirit that made Campo Verde a legend in Arlington,” it shared.
That doesn’t seem to have labored.
“Campo Verde’s faithful patrons objected to the new menu and prices. They had come as children, and brought their own children and grandchildren just to see the holiday lights and eat simple enchiladas and fajitas, not steak flambe or poblano chimichurri.” reported the Fort Value Star-Telegram.
Campo Verde Mexican restaurant was a hit for many years.
Picture supply: Campo Verde
Campo Verde set to shut
Campo Verde will shut on the finish of the yr. Till then. nevertheless, it’ll revert to its basic menu.
The decorations and Christmas lights have been refurbished, as has the signature mannequin prepare.
“This marks the final opportunity for families and longtime fans to experience the restaurant’s famously over-the-top holiday celebration,” the restaurant shared in a media launch, promising Santa visits and particular vacation occasions.
Campo Verde’s doorways will shut for good on Dec. 24, and it’ll ultimately reopen with a completely new idea.
Campo Verde exhibits nostalgia was not sufficient
Latest Google opinions present that Campo Verde confronted an uphill battle when it got here to modernizing the restaurant whereas additionally serving its basic fan base.
“Incredibly disappointing. They took everything good about Campo and gutted it. They removed all of the combo meals from the menu, no longer serve individual salsa and queso, and doubled the prices,” RC wrote on Yelp.
Bobby Popo echoed these sentiments.
“I guess I just miss the way it was. The food is missing something. The chips are not as good. No more cheese dip either,” he posted.
Nostalgia, after all, has its place, however Born Social Senior Strategist Keith Muir sees the lure it presents.
“It’s time to stop looking back at appropriate nostalgia as a replacement for originality. It’s time to intentionally harness the best of what’s come before for the sake of progression. If history’s destined to repeat itself, we may as well use its best bits,” he told LBB Editorial. which was hosting an advertising agency conference on nostalgia.
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Casey Ferrell, Senior Vice President and Head of U.S. and Canada Monitor, the consumer insights division of global consulting firm Kantar, shared his thoughts on nostalgia with the U.S. Chamber of Commerce.
“For nostalgia to drive sales, it must combine something new along with the old. Nostalgia is an interpretation of the past, not a reliving of the past. It has to say something about the future, while it is bringing back the past,” he shared.
Campo Verde was not in a position to try this and can serve its final meal on Christmas Eve.
Campo Verde Mexican Bar & Grill timeline
- 1983: Opened by James “Smiley” Williams in Dalworthington Gardens, TX.
- Well-known for year-round Christmas décor and mannequin trains.
- Turned a beloved native landmark.
- 2022: Bought to Tommy Ray Stewart Jr.; meals and repair declined.
- Jan 5, 2025: Closed abruptly, workers laid off.
- Mid-2025: Taken over by Chef Mouhssine “Moose” Benhamacht and Liesl Greatest.
- June 6, 2025: Reopened with new menu, renovations, and preserved vacation décor.
- Sept 2025: Closed once more; reopened shortly serving its basic menu, however with a plan to shut without end on Dec. 24.
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