Working closely with founder Claudio Ribeiro we were able to uncover and define Fed’s essence [the ‘thing’ that made them such a remarkable success]. We helped create a second store on Deansgate that is every bit as authentic and ‘Federal’ as the first.
We’re pretty proud of the result (extract from the opening review on Confidentials.com):
“It’s always interesting to see what happens when a thriving independent opens a second branch.
Near neighbours Home Sweet Home for instance, started off with a quirky cute branch in the Northern Quarter but its second branch, just over the road in the Great Northern, was a much more commercialised and slick operation.
Federal seems to have been able to clone itself almost perfectly – the menu, the coffee, the friendly staff, the gentle hipness – it’s all here.
The Deansgate clientele, presumably shoppers and workers from Spinningfields, seem to love this little slice of the Norther Quarter. I guess the only question is where to open the third branch.”
Lucy Tomlinson, Confidentials Manchester. May 2019.
Read the article in full here.
Our full Federal case study is here.