Igniting a New Market: Relish Powers Dave’s Hot Chicken’s Explosive Chicago Launch

Introduction

When Dave’s Hot Chicken opened new locations in Naperville and Roscoe Village, the mission was clear. They needed more than a standard launch announcement. They needed to ignite excitement, drive immediate crowds, and establish themselves as a must-visit brand in Chicago’s highly competitive food scene.

Traditional media would not be enough. Dave’s Hot Chicken needed a strategy that captured the city's energy and turned it into real-world momentum.

The Opportunity

Dave’s Hot Chicken had built a strong national following, but Chicago presented a new challenge. In a city packed with legendary food destinations, breaking through would take more than brand recognition. It would require creating authentic, local excitement that would draw people in and keep them coming back.

Dave’s Hot Chicken partnered with Relish to create the right kind of launch energy. The focus was on trusted local voices, real experiences, and community-powered buzz that would feel personal to Chicagoans.

The Strategy

Relish knew that standing out in Chicago would take more than ads and announcements. It would take real excitement on the ground, driven by the people who know the city best.

The campaign focused on four key moves:

• Partner with local voices: Relish tapped Chicago creators who live and breathe bold flavors, good vibes, and real food culture.
• Create moments worth sharing: Influencer preview events gave creators a first taste of the heat and a reason to shout about it.
• Turn first bites into buzz: Early content sparked a flood of posts from both creators and guests, turning the openings into must-visit events.
• Handle everything behind the scenes: Relish managed creator partnerships, event logistics, and content rollout so that energy kept building at the right time.

The goal was simple. Get people talking, get them hungry, and get them through the door — not just for opening day, but for the long run.

The Results

The Dave’s Hot Chicken Chicago launch delivered outstanding results:

• 111 pieces of creator and guest-generated content across platforms
• 1.6 million local views, expanding visibility throughout the Chicago area
• 64,000+ engagements, including comments, shares, and saves
• 3.8% engagement rate, outperforming food and beverage industry benchmarks
• Packed opening day with strong ongoing customer flow
• Hundreds of organic posts reinforcing Dave’s Hot Chicken’s new status as a must-visit spot in Chicago’s food scene

Relish turned the Naperville and Roscoe Village openings into more than store launches. They became events that firmly established Dave’s Hot Chicken in a competitive and food-savvy market.

Why It Matters

In crowded markets like Chicago, visibility alone is not enough.

Building real momentum requires authentic connections with local audiences and excitement that translates into action.

Relish helps brands bridge that gap.

By combining human-powered storytelling with strategic execution, Relish turns product launches into powerful cultural moments that drive real-world growth.

This case shows that even in a city filled with dining options, the right strategy can build lasting excitement, customer loyalty, and brand momentum from day one.

Ready to turn your next launch into a real-world success story?

Let’s talk. https://tryrelish.com/contact-us