Wild Rice Vegan Cafe

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Wild Rice Vegan Cafe

THE CHALLENGE

One of the initial marketing challenges with Wild Rice was messaging, specifically distinguishing it from its well-established, popular sibling Red Lentil. Both are located in Watertown, Massachusetts, right outside Boston.

While owned and operated by the same person and both serving vegan fare, each offers a very different dining experience. Red Lentil is a more traditional restaurant: sit-down service for lunch, dinner, and weekend brunch. The chef / owner’s vision for Wild Rice was—much like Panera Bread—a more order-and-go experience. The cafe offers locally sourced vegan breakfast and lunch cuisine. While there is a dining area, patrons order at the counter and there is no waitstaff on hand.

It was essential to manage expectations through messaging and marketing so that visitors—many of whom would be fans of Red Lentil—wouldn’t feel that they were having a lesser dining experience at the self-service cafe. 

THE STRATEGY

We saw Wild Rice not only as a hip neighborhood spot but also as a place where local businesspeople and social groups could convene over great food and beverages. We centered our marketing and research efforts around this goal.

  • They needed help with brand name development. We brainstormed over several weeks with the owner to help define a name that would exemplify the style of restaurant and align itself with his first well-established restaurant.
  • They needed signage right away. We began with defining a personality and new logo, centered around the style of service, the food being offered, and the decor’s color scheme.
  • We have established Instagram, Google+, Facebook, Twitter, Yelp, and Foursquare pages, customizing each with the cafe’s logo and photos. By the first week, we had attracted over 300 Facebook fans through purely organic reach; the announcement of the soft opening of the restaurant generated tremendous results, shown at left, as did the follow-up press they received.
  • We manage their email marketing list and send out email announcements and coupons.
  • We created a one-page, responsive microsite to showcase the personality of the cafe, as well as their menu and services.

The owner set the grand opening date (full case study here) and we devised the following plan to promote it:

  • PR research for local press, bloggers, and foodie and fitness groups, local businesses, and social groups
  • Press release writing, distribution, and followup with media contacts and bloggers for interview requests
  • Designed and coordinated printing for menu, coupon card, business card, and rack card for grand opening announcement
  • Promotional email and social media outreach to maximize exposure

THE RELATIONSHIP

We will be fine-tuning the promotions and providing ongoing email marketing and social media support, including Instagram, Facebook, Twitter, and Google+ strategy and outreach.

Press Release

Read the Release

Location

Watertown, Massachusetts

Category

Branding, Display & Advertising, Email, PR, Print Design, Social Media, Web Design

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