Launch Advertising: How we set the table for Edgar’s Grille

Launch advertising fort Edgar's Grille featured food photography

In the U.S., over half a million small businesses are launched each month—start-ups, new restaurants, all types of enterprises. And in each case, there’s an idealistic entrepreneur looking for ways to promote that small business and make it a success.

In most cases, promoting that small business means launch advertising—press releases, print ads, a website and various grand opening events. But before any work begins developing launch advertising materials, something else is needed. A clear and concise business idea.

Launching Edgar’s Grille

Menu_Edgars2Here’s a good example of a small business launch advertising. Edgar’s Grille is an upscale restaurant located in Augusta, GA. But unlike most restaurants, it wasn’t opened by an entrepreneurial chef or investor or owner. It was launched by Goodwill Industries.

To help create jobs in the Augusta community, Goodwill began training homeless people and others in need to work in the restaurant industry. They opened a culinary school to expand their job training activities. So the next logical step was to open a restaurant—a place for trainees and culinary grads to get on-the-job experience.

But that presented an interesting marketing problem. Would the community support a restaurant employing homeless people? Would sophisticated diners frequent a restaurant owned and operated by Goodwill?

Launch advertising fort Edgar's Grille featured food photographyLaunch Advertising

In the case of Edgar’s Grille, we didn’t ignore the homeless connection in their launch advertising, we embraced it. A campaign was created positioning Edgar’s as a “win-win” for diners—a way to enjoy a great meal and help the community at the same time.

Marketing materials included a website, directional outdoor, print advertising and more, all built around the theme “great food that makes you feel good all over.”

Early reviews for Edgar’s have been overwhelmingly positive, and the restaurant is already making a profit. In fact, a portion of every dollar goes toward Goodwill job training programs and helping the community.

No surprise there. After all, that is the mission of Goodwill Industries.


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