Small Business Incubators: Citi Test Kitchen

BACKGROUND & APPROACH: Citibank wants to launch a campaign to support small business in order to increase the Citi brand reputation and card transactions through a premier sponsorship program to be executed at the Urbanspace pop-up and food halls. A N.Y. challenge for BIPOC-owned culinary concepts that rewarded the winner with a 6 month residency at the Citi Test Kitchen, an incubator kitchen located at two Urbanspace food hall locations (Vanderbilt and 570 Lex) along with a mentorship program, “Connecting Local Chefs to Local Communities”. Developed the programs (from ideation to development and implementation) in partnership with a few Citi agencies, Citi/ Urbanspace executives and New York City stakeholders. The program was executed via multiple channels (i.e. OOH/ print advertising, Citibike campaign, Video productions and in-bank activations) and through extensive pop-up experiences.

TAKEAWAYS: The program created a business opportunity for up-and-coming chefs who were able to launch their businesses in an affordable and turn-key way, while receiving the support of a team of experts. CTK helped Citi build trust and loyalty within local communities as well as authentic content for all its offline and digital channels.

Two finalists: Destination Dumplings and Bacchanal.

Winner and first resident of the Citi Test Kitchen. The program included a few services: logo design, menu curation and design, operational assistance and training, and marketing.

2nd resident of CTK, La Cevicheria and 3rd resident of CTK, Meryenda.

---

Small Business Incubators: The Makers Show at City Point

A Holiday pop-up market for small businesses in partnership with NYC Pride, Da Spot and Dekalb Market, supported by Mayor De Blasio and city authorities.