Eataly

Market Launch

Since debuting in Italy 10 years ago, Eataly has opened more than 30 locations worldwide. In the US, it opened two stores in New York City and one in Chicago, but was not yet a household name everywhere. As it prepared to open in Boston, the company asked us for help turning Eataly into the city's most talked-about food launch of the year.

Challenge

With only two domestic locations, Americans (and Bostonians in particular) had very little understanding of Eataly’s “Eat, Shop, Learn” concept: one hub that served as a marketplace, cooking school, and multiple restaurants. And since Boston’s North End neighborhood features some of the best and most authentic Italian restaurants around, Eataly had its work cut out for itself.

Idea

We developed a communications buffet: a comprehensive program to educate the market, create anticipation, and drive foot traffic. We reached out to every relevant media outlet in the region – traditional outlets, Instagram-only influencers and anyone in between. Our initiatives included:

  • A Media Day, where more than 100 journalists and influencers participated in an “Eat, Shop, Learn” event
  • A Boston Globe business feature with influential food coverage
  • Grand Opening with celebrities, media, and dignitaries in attendance, including the Mayor of Boston

Media Coverage

We helped generate substantial coverage for the grand opening with more than 100 stories around the launch, including signature pieces in The Boston Globe, Boston Magazine, key food influencers, and lots of TV.

NECN Logo Color

"Eataly to Open at Boston's Prudential Center"

WCVB Logo Color

"Buon appetito! Italian marketplace 'Eataly' opens Boston location"

Fox 25 Boston Logo Color

"Eataly brings Italian dining, shopping and drinking together in Boston"

"The Most Successful Eataly Opening Ever"

With #MyEatalyBoston and #EatalyBoston trending nationally on Twitter and over 10,000 people in attendance, Boston was described by the CEO as Eataly’s most successful launch in the brand’s history.

Find out how we can do something similar for your brand.