Coffee + Food is a Los Angeles cafe specializing in convenient gourmet salads and sandwiches made from local farmer’s market ingredients. Additionally, they feature custom coffee blends from Australia, with employees undergoing extensive training from Longshot Coffee’s master barista, Mark Baird. When we at CommonGround head over to Coffee+Food for lunch, we think of it as the perfect 21st century “grab-and-go” dining experience – gourmet, delicious food served quickly and efficiently in a laid-back, casual atmosphere.
Needless to say, the restaurant business in Los Angeles is viciously competitive. Coffee+Food was off to a great start, both in terms of their menu and overall strategy. Additionally, they scored an awesome location on Melrose Avenue, just feet from Paramount Studios and the trendy Larchmont District. We consulted with the new restaurant in developing some of their brand materials, looking to make sure that they were able to leverage their food and location in order to make it in this competitive industry.
One of the most successful materials we helped with was the creation and printing of a series of color postcards, to be displayed at the counter for customers to take as a memento of their visit. Anyone who has ever shopped Melrose Avenue knows this is fairly common – entrances to stores often feature a stand of free postcards for customers to take with them. Usually these are advertisements for events, clubs, music, film or art exhibits. We felt this idea would be perfect for a local lunch spot – customers could pin a postcard above their desk and refer to it later when needing to call in a lunch order. Using high-quality photography, we created a series of postcards that served this purpose, and did it so much better than the standard photocopied to-go menu you receive from a lot of places. Diners love the postcards, and we’ve received a lot of feedback on how they’ve helped establish a repeat customer base. Additionally, it’s become something of a trend for customers to pose for a “selfie” with the cards, then posting them on their social networking sites. Free advertising? We can get behind that.
This was a relatively small project that was accomplished at a relatively small price point. And that’s what we do at CommonGround Creative – we share ideas, and find the solutions that best suit our clients’ individual needs. Some day Coffee+Food may need a major website capable of taking orders and managing a vast customer database, but for today they are best served by simple, efficient marketing pieces that are helping them foster and grow their customer base.