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Case Studies  > Clutch Coffee Bar

Clutch Coffee Bar

Food and Beverage

July 3, 2024
‍
Clutch

Scaled from 1 to 20 franchise locations towards becoming QSR’s ‘Top 40 hottest startups’ and its acquisition by Dutch Bros for $20M.

THE CHALLENGE

CLUTCH NEEDED CUSTOMERS

Clutch Coffee Bar initially came to The Seidel Agency seeking to activate local trendsetters and opinion leaders in the Carolinas with its consumer-friendly drive-through experience, while boosting the brand onto the palette of tastemakers everywhere. To do that, Clutch needed a VIP experience and buzz-worthy opening for each new location, as well as local and national media coverage around their unparalleled fair trade coffee and fearless Founder, Darren Spicer.

THE ACTIVATION

A COMMUNITY-DRIVEN CLUTCH-WORTHY CAMPAIGN

Targeting the right platforms with the right messaging: We started with a multiplatform approach to raise the visibility of Clutch on Instagram and TikTok with micro-influencers to quickly share its mission with 30+ influencers per location.  Creating an immersive in-person experience: Leveraging micro-influencers and the personable baristas, we created branded assets, an exclusive VIP activation, and secured interviews on tv, print, and media to serve thousands of cups of coffee with each opening. Leveraging emerging trends to position as a pioneer: Sourcing key interviews within the food and beverage sector, as well as industry publications such as QSR and Restaurant Magazine, Clutch CEO was interviewed, spoke on a panel, and was featured as one of “2024’s Top 40 under 40 Start-ups.”  Brand loyalty extending beyond beverages: To amplify the brand beyond drive-thru experiences, we connected with experts everywhere to allow them to taste the brand, feel the vibes, and experience the overall culture that has donated over $80K in charities and proceeds to date.

THE IMPACT

CLUTCH IS PIPING HOT!

Growth: Scaled from 5-10 stores and consistently grew ROI with each location, working with local communities and media to build awareness and loyalty.

Awareness: Featured multiple times as a leading business by top national trade outlets such as QSR, Fast Casual, and MarketScale.

Visibility: Secured organic keynote speaker presentations at major industry events. 

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