Wonder Case Study
New Market Entry Serving Up Chef-Inspired Flavor in MA for Wonder
For Wonder Restaurants’ Massachusetts expansion, Matter turned nine grand openings into community-driven PR moments, combining partnerships, hyperlocal media engagement and on-site events to drive rapid growth.
Fast Company and Time have recently recognized Wonder as one of the most innovative companies. As one of the fastest-growing restaurant chains, Wonder turned to Matter to support its expansion into the Massachusetts market with a strategic PR campaign designed to build local awareness, excitement, and positive sentiment. The work combined clear storytelling around Wonder’s unique concept and value proposition with authentic local partnerships and community-driven activations that positioned the brand as a true community partner.
Matter developed a multi-pronged strategy to drive high-impact local media coverage and influencer content. We began by advising Wonder on authentic partnership opportunities deeply rooted in the Greater Boston community—partnerships designed to resonate with both consumers and media.
To support market entry, we developed a compelling launch narrative and distributed a press release to regional Massachusetts media contacts. The announcement highlighted Wonder’s unique model, which allows customers to mix and match chef-inspired cuisine from 20+ exclusive restaurants in a single order with $0 delivery fees. It also detailed the first wave of openings across nine Massachusetts communities and showcased local partnerships, including charitable collaborations with the Greater Boston Food Bank and Spoonfuls, as well as integrations with iconic Boston brands such as Mike’s Pastry, Harpoon Brewery, and local artist Julia Emiliani.
To further amplify awareness, we distributed media alerts inviting hyperlocal press and influencers to each of the nine grand opening events, driving attendance and securing coverage at the community level.
This expansion has been a breakthrough success for Wonder and has been a tremendous success. We secured 62 earned media and social placements (to-date) in outlets like Axios Boston, NBC, CBS, Wicked Local, Boston.com, Natick Report, Belmont Voice and more that generated more than 314.5M impressions. Sentiment has been overwhelmingly positive among consumers, media, influencers, and community officials.
Building on this momentum, Wonder engaged Matter for a Phase 2 expansion this summer, which includes nine additional openings — including larger Boston Proper locations with expanded partnership opportunities.
Grand Openings supported (with 9 more to come)
Media & social placements (and growing)
Media & social impressions (and growing)
