Turning retail on its head—Grindgrocers made coffee the star of the aisle

The Brief in Brief

Grind needed to shift perception—from being seen primarily as a café brand to a serious contender in the retail coffee space. Their activation at LUNCH! had to cut through the noise, showcase their products in an engaging way, and make a lasting impression on retailers. At this year’s LUNCH! event, we turned heads with Grindgrocers—a playful, pink-tinted supermarket-style activation designed to showcase Grind as a coffee company, not just a café.

What We Did

We built Grindgrocers, a witty, retro-futurist grocery store bursting with pink. Shelves were stacked with Grind products and cheeky ‘grocer-style’ props. A sampling bike kept the coffee flowing, while playful touchpoints—like a Waitrose-style voting booth for the next product launch—kept visitors engaged.

Why It Worked

Retailers left knowing that Grind isn’t just about coffee shops—it’s about better coffee. The immersive setup turned browsing into an experience, packed with personality, product education, and storytelling. The result? A high-impact activation that redefined Grind’s presence in the retail space