In 2013, Shake Shack was a well-established burger brand with 23 locations worldwide and a devout following. But they had yet to crack the insular Boston market and brought on marlo marketing to handle their first area location in Chestnut Hill, as well as three subsequent openings.
Open 4 new locations in the Greater Boston area, Chestnut Hill (March 2013), Harvard Square (January 2014), Dedham (March 2015), Newbury Street (March 2015) and authentically integrate the brand into the Boston food scene.
- Treat each location as its own hyperlocal market; focusing events, promotions, partnerships and outreach to targeted segments relevant in those communities.
- Track and present sampling events and donation opportunities to build a community-minded reputation and broaden local awareness.
- Create a pipeline of media coverage via regular media visits and consistent outreach around location-specific events and specials.