Each week, Schneider Associates analyzes the most significant brand, product, campaign or idea launch of the week. Learn more about launch at www.schneiderpr.com or email launch@schneiderpr.com.

1. Week of December 5, 2016

2. Image Source: https://www.eataly.com/us_en/magazine/
eataly-recipes/pasta-all-arrabbiata/?platform=hootsuite

3. Last Tuesday, Eataly Boston opened its 45,000 square-
foot location in the Prudential Center.
Eataly Boston is the third Eataly location in the U.S.,
the others are in New York City and Chicago.
EATALY BOSTON
Image Source: https://www.eataly.com/wp/wp-content/uploads/2016/07/eataly-bos-
ton-home-slideshow.jpg

4. The grand opening attracted Boston foodies,
local media and celebrities, making this much
anticipated launch a complete success.
Almost every Boston publication was in
attendance for the opening of Eataly on
Tuesday afternoon.
In fact, the media began covering the
opening of Mario Batali’s newest culinary
endeavor over a year ago.
Image Source: https://www.eataly.com/us_en/magazine/
how-to/italian-breakfast/?platform=hootsuite

5. Eataly Boston has over 2,000 Twitter followers, 8,500 Instagram followers and over
14,000 likes on its Facebook page.
In addition to attracting interest through their own media channels, Eataly’s launch
was featured in a 25-minute Facebook Live video on boston.com’s page.
If the cuisine wasn’t appealing enough, foodies who attended Tuesday’s launch had a
chance to see chef and Food Network star, Mario Batali, who was joined by Mayor Marty
Walsh and award-winning Boston chef Barbara Lynch.
Image Source: https://www.eataly.com/us

6. Between 500-600
new jobs
4 restaurants
10 eateries
2 cafes
3 bars
5 fresh production
centers
10,000 products
Hands-on cooking
classes
What
Eataly
brings to
Boston:
Image Source: https://www.facebook.com/EatalyBoston/photos
/a.581855715339942.1073741829.381301838728665/581849
418673905/?type=3&theater

7. “‘Anybody can hit a home run,’ Batali said.
‘How many people can be Mickey Mantle?
We want to be Mickey Mantle, or I guess Joe
DiMaggio. Or even Babe Ruth.’”
“This is not a pop up. This is a 50-year investment.
Hopefully we’ll become a part of the gastronomic
culture that is Boston,” Batali said of Eataly.
How is Eataly going to achieve this?
Using social media to continue to spread awareness of the events at the location
and highlight the every day experience there.
Maintaining the mentality that “opening day is the least difficult” to ensure that
performance in the future remains high.
Using and promoting locally grown ingredients.
Asking customers to use a hashtag when they are dining or drinking at Eataly.
Channeling some of the greatest Yankees.