AACS Overseas Study Tour in October will be accompanied by Howland Blackiston, Principal of King -Casey

14 March 2017
King Casey Bulletin

Latinicity Uses Optimized P2P Communications to Generate Tangible Business Results

Latinicity is a celebrity chef driven food hall in Chicago doing “lines-out-the-door” business. Contributing to its popularity and fast growth is a Path to Purchase messaging system that has a mojo of its own. Latinicity’s messaging is fresh, urban and modern in addition to being strategically focused to optimize business performance and the customer experience.

A Latin Food Hall
Latinicity offers guests authentic Latin street food from 10 innovative kitchens, a tapas restaurant, coffee cafe, full bar, market and lounge in a 22,000 square foot space. There is also Latinicity’s Loncheria, a “grab-and-go” mini version located on the ground level of the mall near the subway entrance which targets commuters. With two locations on different levels, so much space, so many food and beverage locations, a well-thought-out P2P communications strategy and system was needed to help customers navigate the environment and effectively shop the multitude of options.

Optimized P2P Strategy
The Latinicity path to purchase consists of many different customer zones both inside and outside the food hall. In the example to the right, we see some of the key customer zones within the food hall. Each zone requires messaging strategies  with their own set of business objectives, customer needs and design solutions.

Above is the zone-specific messaging strategy and conceptual solutions developed for the “Ensaladas” (salads) station within Latinicity. A static front-lit menuboard to help the customer order, show food variety, showcase signature items, and encourage the “build your own salad” offering. In addition, a 40” digital screen with rotating animated messages builds appetite appeal, features menu variety, showcases limited time offers and specials, and reinforces Latinicity as the creation of celebrity chef Richard Sandoval.

Optimized P2P Solutions

Latinicity has implemented King-Casey’s Path to Purchase messaging strategy and solutions throughout its environment. The result is a strategic, integrated messaging system, crafted to be responsive to customer needs and expectations, and designed to get real and measurable business results.

Above is a photo of the Ensaladas station following implementation. 

Below are photos of several zones and food stations within Latinicity.

A combination of static and digital signage, merchandising and menuboards used in each zone provide communications flexibility and visual interest.
The photos above and below show the range of multi-media and graphics styles used to communicate Latinicity’s food and beverage offerings.