Brand Overview

Current Brand Activity

Brand Objectives

/ Audience Ins ights Pers ona

Challenge

Opportunity

/Strategic Recommendations Tactics

BRAND OVERVIEW

Lucca Ravioli is an independent delicatessen that sells products from Europe - specifically, Italy. The food company opened its doors following the 1906 San Francisco Earthquake, when many Italian immigrants relocated from North Beach to the Mission District. Its Old World appeal draws in natives and visitors alike from all over.

CURRENT BRAND ACTIVITYLucca supports their online presence by providing the audience with this website: 

Whereas their offline presence is much, much more:

CURRENT BRAND ACTIVITY

Indeed, we do know but how about spreading the word faster and helping out your customer base online?

“Our website is under construction. We’re slow with it. Most of our customers come from word of mouth. We like knowing people by name, ya know?”

- Jim, Lucca Ravioli’s Best

Talk to our European expatriate customer base, who seek to find not only authentic products, but also a true connection with their homeland through their food.

A promise: MAKE FINDING HOME ONLINE JUST AS EASY.

Maintain and strengthen customer base by continuing to assist and educate the patrons even after they leave our store.

Bring Lucca’s offline charm to all their customers by allowing Lucca’s friendly energy to translate from their store to their online presence.

BRAND OBJECTIVES

AUDIENCE INSIGHTS/ PERSONA

Competitively, Whole Foods, Bi-Rite, A.G.Ferrari, etc are like Big Hotels who pitch higher-end, exclusive products, whereas Lucca Ravioli is the Boutique Bed & Breakfast who offers honesty and true European emotion.

SO WHO DO WE SPEAK TO?

We speak to Jean Marco who is half Venezuelan and half Italian but was raised here in San Francisco. Instead of bar hopping to pick up ladies, he decides to do it right: get back to his roots and ask his Uncle Frank how he did it. “You gotta know how to make the raviolis, and our family secret is going to Lucca’s.” Jean Marco is attractive, smart, but lacks confidence. He learns to gain more confidence through the food he prepares after his uncle takes him to Lucca’s. He just wishes he could host a dinner to show off his skills and see how the ladies respond.

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CHALLENGE

Use social media sites that Jean Marco already uses to continue Lucca’s guidance and European spirit from the offline experience to online.

Keeping Lucca quaint but broadening its sphere of magic.

OPPORTUNITY

STRATEGIC RECOMMENDATIONS

Clean up and organize website to build a clean foundation.

Use Lucca’s customer base to spread the word about Lucca. In the store, place an email sign up sheet to gather their information.

Invite them through to Live Table sponsored by Lucca.

-Here guests and the host like Jean Marco can interact to organize their dinners.

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Live Table will be the way for the host to invite/communicate with their guests about the menu. A map of Italy (later you could broaden to Spain, France and other countries whose products Lucca sells) would be displayed. Use your cursor to hover over whatever region’s foods you desire and traditional ingredients pop up. You can then drag and drop these onto the menu. If you don’t have a motherland, find yours through eating. Even if you’re not from there, you are encouraged to experiment with the foods of each region.

LIVE TABLE

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