Bringing a Beloved Bagel Brand South

The Brand‍

Philadelphia-born Spread Bagelry is known for its authentic Montreal-style bagels and modern neighborhood energy, a brand rooted in community, craft, and connection. When the team set their sights on expanding into the Southeast, they chose Mount Pleasant, South Carolina as the launchpad for their first-ever Southern outpost.

The Challenge

‍Despite its cult following up north, Spread entered a market with zero brand awareness. The goal: not only to drive trial and visitation but to make locals feel like this new arrival was truly theirs, an authentic part of the Lowcountry landscape, not an import.

The Approach

‍Wawner Strategies led a full-scale communications campaign to introduce Spread Bagelry to the Charleston area through storytelling, community activation, and strategic visibility.

• Public Relations: Secured regional and national coverage including Eater, all major affiliate broadcast stations, and a feature in The Post & Courier spotlighting the “Bagel Boom.”
  
• Events & Community Engagement: Curated a grand opening experience rooted in connection, philanthropy, and local flavor.
  
• Influencer Activations: Engaged trusted Charleston tastemakers and national food creators to drive organic buzz and credibility.
  
• Market Positioning: Developed messaging that emphasized neighborhood warmth and craftsmanship, so compelling that guests assumed the brand was locally founded.
  

The Results

‍Within one week of opening, Spread Bagelry Mount Pleasant became the top-performing location in the country, and it remains that way today. Beyond the numbers, the perception shift was powerful: locals embraced the shop as a homegrown staple, proof that authenticity travels when it’s rooted in real storytelling.

What They Said

“Wawner Strategies has been an integral part of our brand strategy in new store openings in South Carolina markets. Their knowledge of Charleston and the Lowcountry has been impressive. From the analysis of the local market and in-market competition to putting together a holistic view of and executing on awareness, trial, and repeatable visitation has exceeded our lofty expectations. It has been a seamless, first-rate experience.”
— Jamie Schrotberger, CEO, Spread Bagelry

“Wawner Strategies has an undeniable vision of how to assist with your marketing needs. They are detail oriented with micro and macro marketing strategies. They are flexible with understanding their client’s needs, wants, and budgets. Top notch company, would highly recommend.”
— Brooks Tanner, Executive Chef, Spread Bagelry

The Takeaway

‍By pairing national strategy with local soul, Wawner Strategies helped Spread Bagelry feel right at home in the Lowcountry, turning a first expansion into a first-place success.