Uncorking a Brand:
Smashing Grapes
Safely and successfully launching a resturant concept durting covid
Insight
Restaurants are about a shared experience. so how can we promote the social part while we’re social distancing?
Client
Services
- Brand Strategy & Brand Development
- Consumer Research
- On-Site Promotional
- Technology
- Website Design
- Marketing Strategy
- Social Media Strategy
- Product Photography
Idea:
How do you successfully open a restaurant when the world is closed?
That was the question that guided the total development of the new restaurant concept Smashing Grapes, a coastal California-inspired wine bar and restaurant. Our partner Titan Hospitality came to us with the idea in March of 2020, along with a target to open in September.
Not only would Smashing Grapes be a more elevated dining experience than was then available in Annapolis, it required an artful social marketing campaign during a time when many people were reluctant to dine out. CYM saw an opportunity to create a buzz about an innovative new restaurant concept while also working behind the scenes to develop and implement technologies and protocols that would lead the way in the restaurant industry’s revival.
With the concept in place and a 6-month runway to launch, CYM facilitated a trusting, two-way relationship with Titan Hospitality thanks to daily check-ins and regular communication to craft a complete luxury brand for Smashing Grapes. This process started by developing the name, consumer personas, and brand, and carried through the website creation, social media, and design of physical collateral, including menus, table tents, bar books, and more
Impact:
By drawing attention to their impressive wine list (350+ world-class bottles) and safety-protocol respectful indoor and outdoor dining areas, the Smashing Grapes’ concept was successfully launched on September 22, 2020.
Ensuring the continued success of that launch meant boosting consumer confidence and engagement in the dine-in experience, which led CYM to implementing Uptown, a seamless digital menu solution that offered both QR code and tablet-friendly operations.
Since the 2020 launch, the Smashing Grapes brand is expanding rapidly and performing well. A second location, Smashing Grapes Gambrills, opened in 2021. The concept also won the 2022 Wine Spectator Award of Excellence.
The brand’s third restaurant, Smashing Grapes Columbia, will open soon.
CYM continues to manage all of the Smashing Grapes properties.
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