Creating queues: how to launch with impact in London

Posted on 13/05/2015 · Posted in Blog

For any business entering a highly competitive environment, a successful launch is essential to providing that crucial momentum needed to give a brand a visible presence in the market that it operates within.

No market is more competitive for hospitality venues than London, which has a constant influx of new openings.

Palm PR has been appointed to launch The Black Penny, a brand new coffee house located on Great Queen Street in Covent Garden. To give the opening exposure to consumers living throughout the whole capital, the agency launched an initiative to provide Londoners with coffee for a penny on its first day of trading.

The offer was announced to London’s most influential publications, and covered by the Metro, Evening Standard and key newsletters, including The Nudge, The Handbook and Hot Dinners, all timed to appear on the day before the opening.

Businesses in the area were also contacted to secure footfall from individuals based nearby and to support in establishing a customer base of regular locals.

Final choice

On the day, over 450 people came through The Black Penny’s doors and by lunchtime the queue had snaked all the way up Great Queen Street, with over 400 coffees brewed and poured throughout the day and over 250 lunches, including salads, duck rolls, sandwiches and quiche, handed out to eager Londoners keen to try out the dishes.

The launch successfully established a powerful media presence for The Black Penny whilst giving hundreds of consumers first-hand experience of the venue’s service and culinary offering, generating a powerful word of mouth tool over the coming weeks. On social media, Twitter and Instagram followers increased by 100% and the launch announcement was retweeted over 100 times.

With the media campaign just beginning, Palm PR looks forward to building on this exciting start and establishing The Black Penny at the heart of London’s culinary scene.