Some openings mark the arrival of a new business. Others mark the beginning of something much bigger.
Sabor à Mesa has opened its first location in Leiria, launching a gastronomic concept built around a strong identity, a carefully crafted offering, and a clear vision for growth across Portugal.
Mr Urbina was brought in to support this journey from an integrated perspective: understanding the concept, strengthening its positioning, building communication that reflects the experience it delivers, and, above all, establishing the foundations for sustainable and structured growth.
Where Portugal Meets the Warmth of Brazil
Sabor à Mesa is built around a simple yet powerful idea: making the table a place where people, cultures, and flavours come together.
Its menu combines some of the most distinctive dishes of Portuguese cuisine with Brazilian specialties and original creations from the house. Two deeply connected cultures brought together through an authentic, generous, and welcoming dining experience.
It is a place where the Portuguese table meets the distinctive warmth of Brazil.
But what sets Sabor à Mesa apart goes far beyond its menu. From the quality of its products to the level of service, every detail reflects a commitment to high standards. Carefully selected ingredients, presentation, consistency, and attentive service come together to create an experience designed to make every visit meaningful.
Our Work Began Before Communication
When we took on the project, we understood that our role could not be limited to managing social media or producing communication assets.
First, we needed to understand the business.
We analysed its proposition, identity, competitive environment, desired customer experience, and the opportunities surrounding the brand. From there, we began developing a strategy connecting communication, positioning, digital presence, customer acquisition, reputation, and growth.
The opening in Leiria therefore becomes the first environment in which to implement, measure, learn, and optimise.
This is precisely the philosophy behind our IBEM model: supporting our clients not only with what they need today, but helping them build what they will need tomorrow.
Leiria Is the Starting Point
One of the most important aspects of this project is that Sabor à Mesa is not being conceived solely as a local restaurant.
Together with its leadership, we have begun working on a five-year strategic plan, with the first operation in Leiria serving as the foundation for consolidating the concept, strengthening the brand, and progressively preparing its expansion across Portugal.
Growth, however, is not simply about opening new locations.
It is about ensuring that everything that makes the first location special can be preserved when the second, third, and future locations arrive.
Identity, experience, communication, processes, community, reputation, and commercial capabilities must evolve alongside the business. That is why our planning incorporates different stages of development and consolidation before each new step forward.
Building Today the Brand We Will Need Tomorrow
Our involvement with Sabor à Mesa reflects exactly how we understand our work at Mr Urbina.
We do not want to be simply the people who communicate what a company does.
We want to understand where it wants to go and help build the path to get there.
Over the coming years, we will continue supporting Sabor à Mesa through a journey that has just begun in Leiria, but whose ambition extends far beyond this first opening.
Today, there is one table.
Our responsibility is to help build a brand capable of taking that table further.
Sabor à Mesa × Mr Urbina
Leiria, Portugal
#LeadingWithCreativity
