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77 WW - Product Roadmap *(working)
Agency Brief to Comms *(working)
Grand Opening Day - April 24
Website: Creative Brief *(working)
Social Media Strategy *(working)
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77 WW - Product Roadmap *(working)

Launch Plan

food

Café Launch at 77 W. Wacker, Chicago, IL


EXECUTIVE SUMMARY

OBJECTIVE:

Establish Good Eating Company as the go-to culinary and social hub for the tenants of 77 W. Wacker, and neighboring corporate and residential communities. Leveraging our core values, we include a Community Market. We aim to meet and exceed our KPIs, thereby establishing a model café location that serves as a blueprint for future street-level retail endeavors in the U.S.

TARGET AUDIENCE:

Tenants of 77 W. Wacker - (ADM, Capital One, etc.)
Corporate offices and apartment residences within a 1 mile radius

KPIs:

Tenant Participation
Guest Traffic
Ticket Average
Loyalty Sign-ups
Guest Satisfaction
Team Member Satisfaction

STRATEGY:

SOFT OPENING 1: Operational readiness to 5/5, including digital ordering/POS, website, menus; conduct stakeholder interviews; introduce a Community Market featuring local vendors •SOFT OPENING Phase 2 to Grand Opening):
Introduce the Community Market featuring local vendors to the tenants. Begin “Soft Opening” conversation outside of the building with lead-up to Grand Opening on April 24
Initiate PR buzz through local media
Loyalty Program rollout
Initiate influencer partnerships and invitations to “First Taste” event prior to Grand Opening Date
Turn on all public-facing digital directories / Opt in to local search
Local Team Canvasing
Direct Mail Campaign - .5 mile radius
Doorknob Drop
Grand Opening Launch
—— POST-LAUNCH
•30-DAYS:
Announce VesBar program and arrival in market
Launch full-scale catering program, defining scope and scale

•60-DAY PLAN: Optimize site marketing strategy based on initial data, solidify partnerships, and execute an evaluation against KPIs
​TACTICAL HIGHLIGHTS:
•PR: Press releases, media partnerships, and pre-launch "First Taste" events for key stakeholders
•Experiential Marketing: Consistent and replicable programming - "Wellness Wednesdays" and DEI celebrations
•Influencer Marketing: Partnerships with local food bloggers and corporate leaders for café reviews and social media, and pre-launch "First Taste" events for influencers to get first peek


PARTNERSHIPS:

Farms and locally sourced vendors, including hyper-local CPG for Community Market
METRIC Coffee

MILESTONES:

Community Market Launch: Featuring local businesses and house-crafted items, plastic-free cooler
Soft Opening (post market opening, before grand opening): Giveaways for building tenants, contests, promos, loyalty program
Grand Opening: Open to the public, featuring a live local band on the patio and limited-time menu items

RISK MITIGATION:

Flexibility for last-minute adjustments
A contingency budget for unexpected scenarios
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Feature list
There are no rows in this table
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Timeline
Menu/Offer Dev
Digital Menu / Online Ordering / POS
Catering Program - soft launch
Operational Readiness
Community Market
SOFT LAUNCH
Spring Menu Launch
PR Launch
Influencer Campaign Launch
GRAND OPENING
Catering Program - Grand Opening
VesBar Introduction
​
​
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