Wegmans, the beloved grocery store brand, also named #2 on Fortune’s “Best Places to Work,” was developing a Mexican restaurant for its newest store in Natick, a suburb of Boston. The store would be the first of its kind, a two level experience in an upscale mall. Wegmans had tapped Chef Roberto Santibanez to lead the restaurant, but needed to fully develop the restaurant story and help it create collateral that would communicate “destination restaurant.” af&co. helped develop messaging, worked with Chef Santibanez on menu design and created check presenters and other touchpoints. We also supported the launch, helping to select and oversee a local public relations firm, develop the restaurant website and coordinate the test meal process. The result: a bustling and popular destination, that supports Wegmans goals for the new store.