Table 87
Project overview
Table 87 is an innovative CPG and hospitality business that appeared on ABC’s Shark Tank in 2015. MCC rebranded Table 87 and built a search engine-optimized Shopify storefront that explains why “home of the coal oven slice” is its tagline. The new online experience resulted in a 16% increase in conversion rate, a 15% increase in average order value, and a 65% increase in returning customer rate in the first three weeks post-launch. Table 87 now ranks for over 3,000 organic keywords and gets an average of 21,000 organic monthly website visitors. MCC designed the activation of Table 87’s booth at the Summer Fancy Food Show 2022 trade show, including interactive components, sale sheets, and direct-to-consumer promotion. MCC executed on social media, including community management, resulting in an increase of 90% in accounts reached, 17% in accounts engaged, and 12.5% in total followers on Instagram alone.
Client
Table 87
Industry
CPG, Food and Beverage, Hospitality
Commerce
D2C, B2B
Services
Rebrand + Website Development
Social Media Marketing
our solution
Table 87 needed to revamp its online shopping experience and reach more customers. They also needed to present educational information to retail supermarket buyers and food service buyers. Using the Shopify e-commerce platform, MCC employed search engine optimization, conversion rate optimization, and user experience best practices to create a more accessible and enjoyable website experience. The new website was deemed a success by Table 87, as it provides more visibility to its products while improving user satisfaction.
MCC recognized Table 87 as a major player in the pizza market, yet its branding was holding them back from standing out from competitors. This is why MCC led rebranding efforts to increase approachability and make the brand more memorable for customers. Thanks to the rebranding project, Table 87 is now able to position itself as the go-to choice for any modern pizza lover. The new look has emerged as a shining example of modern branding, delivering an unforgettable experience that can’t be matched by other brands in the freezer aisle. With this successful transformation, MCC aims to make Table 87 synonymous with great-tasting pizza in a bold and fun way.
MCC provided strategic graphic design and copywriting services to Table 87 to help the business rebuild its online presence from the ground up. One of the goals was to create a website that would effectively tell the brand story and educate potential customers on product offerings through strategic product positioning. To reach this goal, MCC crafted unique visual solutions and compelling narrative elements that deftly collected user data and engaged users with impactful content.
As Table 87’s creative marketing agency, MCC created an experiential activation for Table 87 at the Specialty Food Association’s Summer Fancy Food Show that catered to consumers, CPG retail buyers, and food service buyers. The 10 x 10 activation welcomed event attendees to sample Table 87’s frozen pizza and become card-carrying “official pizza tasters” after writing their reviews on our wall. This allowed buyers to observe a large sample of real-time reactions to the product. It also created a memorable experience for the pizza critics. MCC created strategically designed sales sheets, also known as sell sheets, to help promote their products and services to retail supermarkets and food service leads. The sell sheets highlighted the critical benefits of Table 87’s offerings while providing a concise overview of what they had to offer. With these sell sheets, Table 87 was able to reach new markets and increase its customer base.
results
+90%
In accounts reached
+65%
Increase in returning customer rate in the first three weeks post-launch
+100%
Rise in social engagements
+40%
Sales hike
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