Company Background

Wood-n-Tap is a restaurant group based in Connecticut known for its welcoming atmosphere tailored to a wide range of tastes and interests. Established in 2002, the restaurant is acclaimed for its diverse menu and events, such as live music and trivia nights, aiming to make each visit as enjoyable as possible.

The Challenge

Wood-n-Tap faced the challenge of differentiating itself from cookie-cutter, corporate fast-casual and casual dining chains while expanding its brand footprint. The restaurant needed to balance offering a consistent, convenient, come-as-you-are dining experience while maintaining a welcoming atmosphere and a strong connection with the local community, which they felt was lacking in larger chains.

Our Idea

To address these challenges, our approach focused on enhancing Wood-n-Tap's brand identity to stand out in a saturated market. We aimed to highlight their unique value proposition by promoting their commitment to quality, craft, and community connection. This strategy included creating relatable and engaging media content that resonated with their audience and reinforced their slogan, "Come as you are."

The Solution

Over the past decade, we implemented multiple award-winning campaigns from concept to delivery, establishing ourselves as their agency of record. Our efforts included:

• Differentiating Wood-n-Tap from competitors through targeted media campaigns that emphasized their unique dining experience and strong community ties
• Creating the "We take our craft seriously, not ourselves" campaign, which aligns with both our culture at GO and Wood-n-Tap's audience, highlighting the owners' dedication to maintaining a relaxed, enjoyable dining experience
• Expanding their brand presence by promoting new locations and maintaining a consistent brand message across all channels

Results

Our collaborative efforts with Wood-n-Tap yielded significant results:

• Brand Expansion: Wood-n-Tap successfully grew from three restaurants to ten, including their first location outside of Connecticut in West Springfield, MA

Conclusion

The strategic partnership with Wood-n-Tap, which started in 2008, has been instrumental in transforming the brand and driving its growth. By focusing on quality, craft, and community connection, Wood-n-Tap has successfully expanded its footprint and established itself as a go-to dining destination in Southern New England. Our ongoing collaboration continues to support their mission of offering an excellent dining experience in a welcoming, come-as-you-are environment, reflecting the owners' vision of creating a place where everyone feels at home.