CLIENT SPOTLIGHT

WOLF & COMPANY | BUCKTOWN

Wolf & Company was preparing to make its highly anticipated debut in Bucktown with a bold vision: to introduce Chicago to a completely new hospitality model—one that seamlessly blended dining, retail and community under one roof. More than a restaurant opening, the goal was to position Wolf & Company as a category-defining destination and one of the most ambitious launches of 2025.

The challenge was standing out in one of Chicago’s most competitive dining neighborhoods while clearly communicating what made Wolf & Company different. With multiple concepts, design-forward spaces and direct access to The 606, the brand needed a compelling narrative that would resonate with both media and consumers to immediately establish credibility, relevance and momentum.

To meet this challenge, we developed a clear positioning strategy that framed Wolf & Company not as a trend follower, but as a market leader redefining how Chicago gathers, eats, shops and drinks.

THE REQUEST

THE RESPONSE

We executed a multi-layered launch strategy designed to drive immediate awareness, sustained engagement and measurable impact. Our work centered on telling a strong, differentiated story—highlighting Wolf & Company’s multi-concept format, architectural design and unique connection to The 606—while securing top-tier media coverage across print, digital and broadcast.

In tandem with earned media, we led Wolf & Company’s social launch, developing its Instagram bio, highlights and content strategy to ensure a cohesive digital presence from day one. We also curated an intimate influencer preview event and facilitated one-off influencer visits to extend reach and deepen engagement across social platforms.

Together, these efforts positioned Wolf & Company as a must-visit destination before its doors officially opened and sustained excitement throughout the launch period.

THE RESULTS

  • High-impact, revenue-driving coverage included:

    • #1 on Chicago Magazine’s Hot List

    • Featured in Modern Luxury’s “15 Most Anticipated Openings of 2025”

    • Included in Eater Chicago’s “Best New Restaurants”

    • Named one of The Infatuation’s “Most Exciting Summer Openings”

    • Five live broadcast segments across major networks

    • Over 164 million media impressions to date

    • 641,476 additional impressions driven by influencer content

    • Nearly 4,000 new followers and 160,000+ organic views in the first two weeks

    • 7,002 followers and 435,381 organic views over the 10-week launch period

    • Achieved with zero paid spend

  • The launch exceeded expectations, with ownership reporting consistent sales goal attainment and citing the campaign as a key driver of ROI.

    Wolf & Company entered the market with instant recognition and momentum, setting a new benchmark for multi-concept dining in Chicago.

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  • INSTRUMENTAL IN RAISING OUR HOTELS' VOICE + DRIVING ROI

    Caren and the team have been great partners since 2015. Their creativity, actionable approach, organizational skills and both local AND national relationships have been instrumental in raising our properties' brand voice and driving ROI.

    - Adam K. | VP of Sales, Marriott International

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  • WE CONTINUE TO GET THE EXPOSURE WE'VE BEEN NEEDING

    Caren and her team have been excellent at helping us get our name out across the Chicagoland area. As a start-up, it has been critical for the business to gain media exposure and Midnight Run has been all over getting us into print and television. We continue to get the exposure we have been needing and those results translate to sales. Caren's team is lovely to work with and very responsive. Highly recommend!

    - CD | Founder, Wild Thing Restaurant Group

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  • WORKING WITH THEM HAS BEEN A DREAM FOR A BRAND LIKE US

    The team is responsive to questions, open to our ambitious and crazy ideas, and do whatever it takes to help us get the job done. They were integral to our successful launch in Chicago; helping us navigate the media landscape and generate a ton of positive conversations about Imperfect right when we needed them most. They know the market well and navigate the ups and downs of publicity like true seasoned pros. I'd highly recommend working with them! 

    - Reilly B. | Imperfect Produce

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