XS Espresso
About Project
Before working with us, XS Espresso had the footprint of a national brand but the media presence of scattered local cafés.
Key challenges:
- Marketing handled per location, not as a unified brand
- Inconsistent messaging across stores
- No strategy to drive predictable in-store demand
- No repeatable weekend “must-visit” moments
In simple terms: great product and locations, but no engine to turn attention into foot traffic.
Solution
Brand Narrative & Positioning
Positioned XS Espresso as an experience brand — “the thing you saw online” — not just a place to eat.
Content Production at Scale
Produced high-volume short-form content designed to be used across all 23+ locations, not just one store.
Offer, Hype & Timing Control
Engineered urgency, FOMO, and social proof to create predictable surges in weekend traffic.
Multi-Location Consistency
Unified tone, visuals, and signature products across every store, protecting brand equity and maximizing conversion.
Executive-Level Visibility
Built a scalable system so marketing works like infrastructure, repeatable for promos, new items, or new locations.
Project Info
Project Info
Client:
XS Espresso
Industry:
National hospitality chain (23+ locations)
Core Service:
Multi-Location Content & Demand Engine
Deliverables
- National social/content strategy for 23+ locations
- High-volume Rush Social content production
- Messaging and hooks to turn reach into in-store visits
- Rollout calendar for controlled hype waves
- Centralized brand voice and creative direction
- Repeatable launch/push format for new items or stores
Results & Impact
- XS Espresso had a national marketing engine instead of scattered local efforts
- Brand looked loud, unified, and in-demand across all locations
- Predictable weekend foot traffic became standard, not luck
- Positioned as a “must-visit” destination rather than “just a café”
- Proved the Rush Social system scales across a national chain
Why It Matters
This shows hospitality groups, franchise operators, and multi-location food brands that:
- Brand voice can be centralized across dozens of stores
- Attention can be manufactured across regions, not just one location
- Content can drive measurable in-store traffic, not just social vanity metrics
- Marketing can function like a national department, not a set of freelancers