Brand Tone

nostalgic, charming, and community-oriented

Brand Values

• •Heritage and Tradition
• •Quality and Freshness
• •Community Focus
• •Customer Service

Best Practices

• •Emphasize Heritage: Consistently use the 1887 founding date and the "general store" concept in your messaging to reinforce the brand's historical roots and nostalgic appeal.
• •Use Storytelling: Talk about the "family recipes" and the inspiration behind sandwich names. This creates an emotional connection and makes the brand more memorable than just a list of ingredients.
• •Maintain a Warm and Welcoming Tone: All copy, from menus to advertisements, should feel friendly, approachable, and community-focused. Use words like "neighborly," "charming," and "hometown."
• •Highlight Quality and Freshness: Use descriptive adjectives that convey the quality of the ingredients, such as "crisp lettuce," "hearth-baked bread," "hand-sliced deli meat," and "homemade."
• •Incorporate Local Identity: Continue to connect the brand to Justin and Texas. Reference local landmarks, events, or use colloquialisms that resonate with the local community to strengthen the bond with your core customer base.

Social Perception

Mercantile 1887 is perceived very positively by its customers and the local community. It is seen as a "hidden gem" and a "charming restaurant" that offers a unique, small-town dining experience. The high ratings on delivery platforms (4.9 to 5.0 stars) confirm strong customer satisfaction. The brand is viewed as a reliable source of high-quality, delicious food with a friendly atmosphere.

Copy Examples

• •Mercantile 1887: Serving Justin's History, One Delicious Sandwich at a Time.
• •Rooted in the heart of Justin since 1887, we're more than just a deli. We're a taste of tradition, a nod to history, and your neighborhood stop for thoughtfully crafted sandwiches and homemade treats. Every recipe has a story, and we’re delighted to share ours with you.
• •Inspired by the vibrant heart of Texas, The Austin is packed with Everroast chicken, crispy bacon, creamy avocado, and fresh lettuce, tomato, and onion. Tied together with our signature garlic aioli on hearty country wheat, it’s a taste of the capital right here in Justin.
• •*Image: A beautiful shot of a fresh cookie and a sandwich.* Caption: "Sweet or savory? At Mercantile 1887, you don't have to choose. Our baked goods are made with love from family recipes, and our sandwiches are crafted to perfection. Stop by and taste the tradition! #Mercantile1887 #JustinTX #SmallTownCharm #FamilyRecipes"
• •From our kitchen to your family table. Mercantile 1887 brings you the timeless taste of a classic general store with a gourmet touch. Discover our selection of specialty goods and our famous, freshly-made deli sandwiches. Experience the charm of Justin with every bite.