A new restaurant brand with a neighborhood sister location.
The restaurant needed messaging, specifically to distinguish it from its well-established, popular sibling Red Lentil. Both are located right outside Boston.
The chef / owner’s vision for Wild Rice Vegan Cafe was an 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 patrons—many of whom would be fans of the traditional dining experience at Red Lentil—wouldn’t feel that they were having a lesser dining experience.
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.
We continue to support Wild Rice Vegan Cafe with digital marketing efforts and marketing campaigns, as well as outreach strategy.
We devised and executed the following PR and marketing strategy to launch the restaurant: