El Toro Jakarta is a business expansion initiative introduced by Martin Ind Group, making it the first Latin restaurant in Jakarta. The restaurant is committed to introducing the richness of Latin cuisine to the people of Indonesia. Established in 2021 at Sudirman Park, Central Jakarta, El Toro Jakarta then continued its journey by moving its location to Kuningan City, South Jakarta in September 2022. Amidst fierce competition from its three main competitors, Carbon Jakarta in Setiabudi, South Jakarta, El Asador Jakarta in Kemang, South Jakarta, and Sudestada Jakarta in Gondangdia, Central Jakarta, El Toro Jakarta decided to adopt an IMC (Integrated Marketing Communication) approach. In order to effectively raise awareness and engage customers, the makers have designed a six-month Instagram content plan. Through social media, they sought to reinforce El Toro Jakarta's position as a unique and exciting Latin food destination for Jakarta people. With a well-planned strategy, it is expected to achieve the desired business objectives and maintain its competitiveness in a competitive market.

Keywords: El Toro Jakarta, IMC (Integrated Marketing Communication), Awareness, Customer Engagement, Digital Marketing