18 Apr Kaffeinated Grand Opening Case Study
Kaffeinated Crepes & Coffee, located at The Rim in San Antonio specializes in high-end coffee, French crepes, healthy salads, and fun desserts. Their brand, while largely focused around their unique cuisine, also features an Instagrammable space. The entire restaurant has been commissioned with the guest in mind, creating cute spaces throughout the establishment for guests to capture selfies that can be shared on social media.
The client approached Embark Marketing while preparing for the grand opening of the restaurant seeking assistance with a multitude of marketing facets including: website development, content creation, social media marketing, public relations & influencer marketing.
For the purpose of this case study, we are only going to cover the grand opening campaign.
Social Media Marketing
Upon developing a social media marketing strategy, Embark Marketing planned and coordinated photography and videography shoots to develop high-quality content so that the agency could implement a cohesive & engaging strategy with the content.
With this content Embark Marketing was able to implement a social media advertising strategy which consisted of targeted ads to the San Antonio community via Facebook and Instagram. These ads focused on video views, local reach, page likes/follows, and post engagement.
Embark Marketing put in place a local public relations approach to help promote and create an aware audience for Kaffeinated Crepes & Coffee.
In addition to traditional media, Embark Marketing engaged with the top foodie influencer in San Antonio, Texas, SA Foodie, which is run by Amanda Spencer. She has over 264k followers and consistently produces quality work and results. Given the esthetics and cuisine concept behind Kaffeinated Crepes & Coffee, we felt a partnership would be beneficial in increasing brand awareness for businesses and increasing social media following/engagement.
Soft Opening: Kaffeinated Crepes & Coffee soft opened towards the end of January 2022 to allow their staff to get acclimated before the grand opening. SA Foodie posted a reel about Kaffeinated to her Instagram page on January 31st that included a giveaway for two $50 gift cards. The giveaway ran from January 31st to February 7th.
From January 30th to January 31st (day of SA Foodie’s post) there was an increase of 4,336 followers in just one day. From January 31st to February 7th followers grew to 6,438. This chart illustrates the growth of the Instagram account.
Grand Opening: SA Foodie posted a second time for Kaffeinated’s grand opening. This was an Instagram swipe post and giveaway for four $25 gift cards. This post ran on February 24th, two days prior to the grand opening and went through March 3rd.
From February 24th to March 3rd, followers grew to 10,664. This chart illustrates the growth of the Instagram account.
As a result of the social media influencer campaign, digital ads and public relations campaign Kaffeinated had an incredible turnout during both the soft opening phase & the grand opening phase.
On the day of the grand opening, long lines had already formed prior to opening. During this time, we went live on both Facebook & Instagram to showcase the hype around the restaurant. Then upon opening, we created a high quality grand opening video to mark the momentous occasion. Throughout the day, the restaurant was consistently busy, resulting in nearly $6,500 in gross sales.