Caffè Nero, a European coffee house with over 700 Locations worldwide, was making their entrance into the United States with their first store opening in Boston. In early 2014, Caffè Nero came to Getfused seeking an agency that would protect their brand while effectively introducing it to the United States market, particularly Boston. After a crash course with the Caffè Nero branding team in London, Getfused walked away with a full understanding and appreciation for this family-run coffee house.
- Brand and social media management.
How We Saw It
Caffè Nero was set to open their first US location in Boston's Downtown Crossing in May 2014
Things We Focused On:
- Hints of the build out
- Highlight the European heritage of the brand
- European, not UK
- Coffee Masters, not Dunkin Donuts
The Brand Relationship: The UK vs. Boston
We work through monthly social calendars directly alongside their UK based brand team. While their team provides us with some assets, we are there to add in local content and adjust content to better relate to the Boston audience. We must take into consideration the goals of the US team (opening locations in rapid succession) as well as the branding needs from the UK Team.
In the beginning, a baseline audience was evident for the downtown coffeehouse: undergraduate students from the two schools within a few blocks. Today, we have suburban locations and must consider a wide variety of audiences that we need to engage with as each coffeehouse serves a different demographic. That change has directed us to focus on the neighborhood meeting place that each location can relate to.
Bringing the in-store neighborhood experience back online with wifi landing pages:
- Provides an opportunity for those on-location to follow our Facebook page
- Allows us to advertise to those that have visited and turn them into brand loyalists by engaging them outside of the coffeehouse