Monkey Grinder is a coffee shop chain that originated in Perm and was the first to open in the city in 2013. Nowadays, it is the largest coffee shop chain in the city, and it is gradually expanding to other cities in Russia.
The archetype of the Child is ideally suited to the Monkey Grinder brand, as it symbolizes the joy of life, lightness and the discovery of new opportunities. This archetype helps the brand to be intimate, inspiring and accessible to its guests.
Target audience: — residents of large cities: students, young professionals, office workers — people with an active lifestyle — consumers who value a balance of quality and price — an audience focused on social spaces and the community
The main confirmed communication channels are the official website, where the menu, blog, bonus program, franchising and vacancies are collected, as well as VK: there is a link to the VK community in the footer of the website and in the card cards.
The brand also has an active Telegram channel @monkeygrinderperm: it publishes news, seasonal offers, information about new points, bonus card and events; the channel has about 2.44 thousand subscribers.
Screenshot of official website Monkey Grinder
Screenshots of the official group in VK and account in Telegram
The PR strategy looks mostly local and community-based: the brand uses promotions when opening new outlets, for example, half-price drinks when subscribing to VK, conducts «coffee races» along with the Perm Marathon, participates in city events and makes collaborations, for example, a limited-edition «VK lemonade» with VK Videos for Children for the «Little Bear» festival.».
Collaboration VK Video and Monkey Grinder for animation festival «Медвежонок»
Monkey Grinder’s Telegram looks like an operational local channel for maintaining daily contact with guests. In the description of the channel, the brand immediately sets three pillars of positioning: the history since 2013, the connection with Perm and confidence in the quality of grain, there is also a link to the registration of a bonus card. At the time of viewing, the channel has 2.44 thousand subscribers, 279 photos, 77 videos and 41 links, that is, the format is clearly visual and regularly updated.
The examples of posts in Telegram
The brand often addresses the audience directly, using «we», «you», «friends», hearts, and light humor. There is a sense of «our own» in the posts: coffee shops are described as a place of meetings, races, relaxation after city events and part of the daily routine. In the anniversary posts, the brand thanks the guests and the team using the phrase «Monkey family», which enhances the image of the community around the coffee shop.
Visual of thematic posts
It is used for quick messages: a new product, a special offer, a seasonal drink, an important announcement or a specific address. This format helps to show the product immediately and make you want to try it.
