The unrooted storefront concept provides MSRG Pizza with the agility to best serve the fast-paced New York community with minimal overhead costs. At the same time I joined the team, the brand was finding its footing in establishments with existing customer bases, like bars without an operating kitchen. However, the downside to the concept is a lack of permanence. Unlike a stationary fast-food chain, customers find MSRG Pizza rotating between a number of locations, from season to season. While the idea fits well with the on-the-go New York lifestyle, it was absolutely critical to create a strong digital media presence to keep customers up-to-date and involved.

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I began by acquainting myself with the NYC food industry and studied how established pizza shops engage with their audience. I found the shops that received the highest level of engagement were able to portray personality in their branding. They did this through frequent videos of positive customer interactions coupled with alluring, gawk-worthy food images. I strived to incorporate these successful tactics, yet learn from the shortfalls of our competitors’ outreach strategies. In other words - these social media accounts were highly effective at engaging existing customers but suffered from a lack of visibility. The solution? Food influencers.

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Social media influencers specializing in the food industry amass astronomically large followings of people who share a similar passion for treating their palettes. For their followers, an influencer’s account is a navigational beacon to new and exceptional food; they are the curators of what will be trending. MSRG Pizza’s strategy was to ignite chain reactions of awareness through strategic partnerships with these social media influencers. The influencer spotlight would bring people to our page, and content with personality would keep them engaged. My messaging strategy was to illuminate MSRG Pizza as inherently mobile, contemporary, and mindful.