77 WW Product Roadmap

77 WW - Product Roadmap *(working)

Agency Brief to Comms *(working)

Grand Opening Day - April 24

Website: Creative Brief *(working)

Social Media Strategy *(working)

30-60-90

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Agency Brief to Comms *(working)

Café Launch at 77 W. Wacker, Chicago

Overview

Good Eating Company is launching a multifaceted food experience at 77 W. Wacker, Chicago, encompassing a daytime café, happy hour offerings, and a unique Community Market highlighting the best of Local Chicago. Our mission encompasses good vibes, culinary excellence, community, and sustainability. We aim to stand out in a competitive landscape, targeting the building tenants and surrounding corporate and residential sectors.

Redefine community-centered food services with Good Eating Company. Let's create the future of food, one bite at a time.

ULTIMATE IMPACT GOAL

The primary impact goal for the agency brief is to seamlessly integrate Good Eating Company's unique value proposition—community, quality, and sustainability—into every touchpoint of the customer experience for a bold, exciting press release to the Chicago market, driving engagement, sales, and creating brand loyalty.

In measurable terms, seeking increased foot traffic, higher ticket averages, a surge in loyalty program sign-ups, and palpable community engagement evidenced by "smiles" from all stakeholders—team members, guests, and building owners. Additionally, see the activation of a brand advocacy network, both online and offline, to amplify our messaging organically.

Objectives

PR Campaign to yield [press mention volume tbd with agency] from launch day 1 to day 30

Launch Event Planning

Increase foot traffic by 20% from launch day 1 to day 60

Achieve a sales ticket average growth of 20% from launch day 1 to day 90

Deliverables

A comprehensive launch to 30-day media plan to include digital, PR, and influencer engagement planning with articulated milestones

Target Audience

Surrounding corporate offices and residential areas within a 0.5-mile radius

Tenant population at 77 W. Wacker (ADM, Capital One, etc.)

KPIs

Guest traffic

Ticket averages

Loyalty program sign-ups

Stakeholder happiness index (qualitative measure)

Budget

Analyzing agency pitches - TBD

Timelines

Community Market install complete on March 11

Grand Opening April 24

VesBar Launch (TBD on product arrival)

Partnerships

Local CPG for sale in the Community Market

METRIC Coffee served and for sale in Community Market

Local Farms with Midwest Foods

⁠

Local & BIPOC cafe product sources⁠

with SodexoMAGIC support

Cultural & Experiential Tones

Corporate “Wellness Wednesdays,” DEI celebrations, and a gamut of themed events aligned with our internal calendar

Integrate with local sports events and festivities

Tech & Tools

Custom CRM for tracking guest experiences and behavior - eBlasts currently (and will remain) through TW

Interactive mobile app (using SQUARE) to facilitate orders, loyalty points, and experiential offerings

Building tenant text opportunity with TW

Success Criteria

Achieving KPIs in slated timelines

Positive stakeholder interviews and post-launch analytics

Amplification through organic word-of-mouth, PR, and influencer marketing

Review Milestones

Bi-weekly project update meetings

Monthly KPI review sessions

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