A Full House Before the Doors Opened

Nell's Pizza is one of Manchester's most-loved pizza names - NYC sourdough, proper toppings, and a cult local following. When the team behind it prepared to open a new site in Altrincham, they needed more than a quiet opening. They needed a launch loud enough to fill the room from night one, and demand strong enough to prove the site before it had served a single cover.

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That's where EDGEY came in. We built the Altrincham launch as a pre-opening campaign designed to do one thing: turn local awareness into booked tables. In the weeks before doors opened, we ran paid social to seed the opening across Altrincham and the surrounding area, capturing sign-ups from people who wanted to be first to hear about the launch offer — and building a warm, ready-to-book audience long before bookings went live.

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When the booking window opened, that audience converted at scale. Two thousand people booked a table for the soft launch. Demand ran ahead of the room - there were more people than there were tables - and the venue opened to a full house rather than an empty one. A new site, launched with a waiting list instead of a slow start.

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None of it happens without the groundwork. Macy Miller drove the local love in the lead-up, and the EDGEY team executed the go-live seamlessly - holding their nerve through the tension of a booking launch big enough to test the system, and delivering a full house on opening night.

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We watched two thousand people book a table for our soft launch — we were blown away by the volume of sign-ups. When it came to going live we knew it would be tense; there were more people than tables. But the plan was executed seamlessly." - Antonia Lallement, Sales & Marketing Lead, Nell's Pizza