Margaritas’ promos get bird’s-eye view

Regional chain's spokesbird aids same-store sales

For Portsmouth, N.H.-based Margaritas Mexican Restaurant, 2010 was the year of the cockatoo, specifically Hector, the 22-unit brand’s wisecracking papier-mâché spokesman.

The bird not only starred in broadcast and social media for the chain, but he also served as the basis for several systemwide events, including a sales-driving “Dia del Hector” event in the fall, said Dawn Perry, Margaritas’ former chief marketing officer. The company and its adv

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