A Case Study: Cheetos, Tampons and Caviar at EBO & CO Grocery
How East Boston Oysters became EBO & CO Grocery, a NuMarket community favorite and neighborhood grocery staple.
Intro
East Boston’s EBO & CO Grocery emerged from a legendary pop up series: East Boston Oysters. It’s been redefining the grocery shopping experience in Boston with its unique blend of gourmet products and local favorites. You’re just as likely to find a local beer and keno ticket as you are gourmet cheese and empanadas. Under the visionary leadership of Alexis Cervasio, this establishment not only promises a selection that caters to the discerning tastes of food lovers but also fosters a sense of community among its patrons. This case study delves into the unique (everything Alexis does is unique) strategies that propelled EBO & CO to achieve its crowdfunding goals, highlighting the pivotal role of strategic surprises, fantastic design, and personalized community engagement.
Vision and Ambition
EBO & CO Grocery was a dream, long conceived, out of a desire to create a grocery store that doubles as a community space, where the joy of discovering new and exciting food is shared by all. With the foundation of a wildly successful East Boston Oysters popup series, Alexis Cervasio aimed to bring the same ethos of fun and community to a broader audience in her hometown of East Boston. The objective was clear: to open a grocery store that would serve as a beacon for both food enthusiasts and the local community, offering a curated mix of products ranging from the everyday to the exotic.
Campaign Strategy
With a lease in hand and construction ready to go, Alexis came to NuMarket to help get across the finish line in a big way. The campaign strategy for EBO & CO Grocery was well crafted, incorporating several innovative elements:
Strategic Surprise: The announcement of the new store location was strategically timed to maximize impact and engage potential funders right from the start. This surprise element played a crucial role in generating initial buzz and excitement around the crowdfunding campaign. Alexis’s experience with popup announcements, that often sold out within minutes, helped to make the announcement an even bigger one. Check out their launch post here.
EBO & CO Grocery’s launch post (@eastbostonoysters) Design-Driven Approach: From the beginning, EBO & CO placed a high premium on design, ensuring that every touchpoint, from social media to the store’s interior, reflected the unique EBO & CO aesthetic. This commitment to design helped to distinguish the brand and capture the imagination of the community. How cool is this design and photography?
Alexis Cervasio (photo from @eastbostonoysters) Direct Community Engagement: Alexis and her closest circle went beyond traditional outreach by engaging directly with the community through personalized messages and interactions. This approach not only conveyed the passion behind EBO & CO but also built a strong, personal connection with potential contributors.
Real & Raw: Everything EBO & CO Grocery did throughout the campaign was real, personal and open. Contributors and fans of the campaign got to see what Alexis’s reality was as a business owner and become a big part of her future.
Key Moments on Social Media
Two Instagram posts exemplify the campaign's successful engagement strategy:
The launch post (View Post) served as a personal, inviting window to join EBO & Co.’s journey, blending the vision for the store with a call to action for community support. It was exciting, real and engaging.
A mid-campaign update (View Post) highlighted the progress and potential of EBO & CO, offering a sneak peek into the envisioned shopping experience and reinforcing the importance of community backing.
Impact and Influence
Through Alexis Cervasio’s leadership and a well-orchestrated campaign, EBO & CO Grocery not only met its funding goals but also solidified its position as a cornerstone of the East Boston community. The campaign’s success can be attributed to its innovative approach to engagement, blending surprise, design excellence, and personal connection to create a powerful narrative that resonated with backers. Check out what the Boston Globe had to say about the new shop and check it out next time you’re in Boston.
So what happened?
After raising $30,000 in just 48 hours, Alexis opened EBO & CO Grocery in 2021 and has been thriving in East Boston ever since. Numerous other NuMarket community businesses have had their products sold and enjoyed there, with Alexis being being a powerful force for good in the Boston food community!
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