Main Street Gourmet Deli

Company: Main Street Gourmet Deli

Base of Operations: Somerville, NJ

Website: https://www.mainstreetgourmetdeli.com/

Industry: Hospitality / Restaurants

Key Challenges:

• Brand-new business on Main Street in Somerville
• Establishing a re-occurring customer base for in-store sales and catering sales
• Getting the business name out to a wide range of individuals in Somerville and surrounding towns

Implementation Highlights

• Opening Somerville location on-time, prior to Summer
• Launch of catering menus and services
• Brand launch and establishment on traditional and digital marketing plans

Key Benefits

• Clear and well-designed brand
  • Branded collateral: menus, window vinyl, business cards, website, etc.
• Diverse menu including standard Breakfast/Deli food items as well as vegan, vegetarian, and gluten-free items
• Well-planned strategy for website, social media, and email marketing campaigns

The Story Begins

Just before the start of Summer 2019, Main Street Gourmet Deli opened its’ doors on (you guessed it) Main Street in Somerville, NJ. After establishing 22 West Tap & Grill as a mainstay in Bridgewater, owner, Kevin Trimarchi decided it was time to try his version of the “classic, local deli.”

“I had visited two dozen delis and wasn’t impressed with the sandwiches or the amount of meat you get,” Trimachi said. “I am going to add plenty of meat to the sandwiches to make it worth the money.”

Nearly 6 months after opening, Trimarchi has successfully transcended his gastro-pub style culinary offerings and brought a new, original flare to Somerville’s breakfast and lunch scene. What’s more, he’s worked closely with 20 Lemons’ marketing team to develop and launch the Deli’s unique brand by building out a new logo, website, menus, business cards, signage, and more.

Boosting Awareness: Marketing Deli’s Key Differentiators

Planning for a restaurant opening and carrying out each step is no joke. It takes great time management, attention to detail, and a ton of hard work to open a delicious deli like Trimarchi’s. However, the hard work doesn’t stop after the doors open. Trimarchi, the 20 Lemons team, and in-house Deli staff have had to figure out how to win the hearts and stomachs of local Somerville residents and visitors.

In order to ensure his success and pave the road to get there, Trimarchi has standardized the Deli’s customer benefits in hopes to set his location apart from others.

“We’re starting to get some great regulars. Somerville is a busy eatery town,” said Trimarchi. “We’re able to offer quick service in less than 10 minutes. And a variety of options; gourmet sandwiches, menu items for each meal of the day. We have build your own sandwiches, vegan options, gluten-free bread, all day breakfast. We’ve got standard deli options as well some gourmet sandwiches that you won’t get anywhere else.”

As Trimarchi and co. have secured a growing in-store following at Main Street Gourmet Deli, the team has also been able to offer extensive catering services to individuals and businesses in the Somerville area.

“We are really trying to push catering for office buildings and other small businesses. We’ve rolled out a special catering deal when realtors inquire. We do deliveries up to 15 miles,” explained Trimarchi. “And for the coming months we’ll have Football Sunday catering for sandwiches and wings. Also, we’ll start to promote Thanksgiving catering spreads with turkey, sweet potatoes, stuffing, pies, and more.”

For a new restaurant, simply having great products and services is not enough. Trimarchi enlisted 20 Lemons’ team of marketing strategists to increase Deli awareness. After facilitating the Deli’s opening, the 20 Lemons marketing crew has consistently created eye-catching, monthly email blasts to get word out to Somerville locals about the latest Deli offerings. Most recently, the 20 Lemons marketing consultants sat down with Kevin’s staff to review some common sales techniques and best practices when promoting the business on social media.

“Right now, we’re doing everything we can just to keep on pace, keep catering, keep customers happy, and keep them feeling good about us,” said Trimarchi. “We’re growing every week—getting comments and reviews. Somerville is always growing, and we want to grow with it.”

20 Lemons has been able to provide impactful results as a result of working closely with such an attentive client like Trimarchi. Both teams are looking forward to a bright future for Main Street Gourmet Deli chock full of great service and stacked sandwiches.