Central Kitchen & Craft Food Classroom
Recipe for Success: Launching Cleveland’s Premier Craft Food Accelerator
SERVICES: Brand Strategy & Design / Online Curriculum Development / Content & Digital Marketing Services / Content Promotion
Education. Funding. Kitchen & retail space. Logistical support. And so much more. Central Kitchen (formerly known as Cleveland Culinary Launch Kitchen) served up a menu full of opportunities for novice startups and experienced craft food entrepreneurs. They had so many good things to say, they didn’t know where to start.
With an appetite for continued growth, leaders hired a talented design firm for a new name, logo and website but didn’t invest in brand positioning. Without this strategy, the launch was met with questions, confusion and a high website bounce rate. Simultaneously, the COVID-19 pandemic swept the nation, drastically impacting the food industry.
Despite having all of the ingredients for success, Central Kitchen needed a powerful brand promise and position. To connect with different audiences, they needed to package and message their diverse offerings in a more organized, compelling way. Especially during a time of uncertainty and tightening budgets. After several meetings with internal stakeholders and Central Kitchen alumni, we uncovered that “helping entrepreneurs achieve their fullest potential” was the golden thread – the WHY – that tied every program and offering together.