Challenge
When a global restaurant chain deviates from a recipe that has delivered success at 350 outlets worldwide, it’s vital that there are no slip ups.
The entrepreneurs behind food-to-go specialist Thai Express in the UK persuaded global bosses in Canada it was time to change the formula which had served the brand so well to date.
Instead, they wanted to create its first dine-in restaurant, also the first in the chain to serve alcohol.
For that launch they chose the new £1 billion St James Quarter in Edinburgh – crowded with rival venues – with innovative double decker seating which needed specialist planning approval.
Our challenge was to deliver cut through in a congested sector – at short notice and with a limited budget.
Objectives
With short timescales and the project under the constant shadow of fit-out delays and looming Covid restrictions, access to the venue would be limited, meaning visual collateral was lacking.
However, the operators wanted more than the usual token social media activity.
They wanted major cut through, with high-impact media coverage, demonstrable social media buzz, a memorable launch event attended by the right influencers – and measurable results.
They also wanted to differentiate the unique factors of the new Thai Express Kitchen from its parent Thai Express brand – building buzz before, during and after the launch event.
And we agreed to benchmark our PR campaign against the performance of recent, rival restaurant openings.
What we did
We delivered a four-point plan that smashed expectations via:
Media Relations – a trio of drip-fed releases within a few short weeks yielding major coverage in target titles.
Social media – A month long campaign to create accounts, build following and deliver buzzworthy reach, with inventive content including a countdown and a competition.
Influencer/event management – Masterminded a guest list packed with food and drink influencers and journalists – offering them a “wok this way” chance to try out in the kitchen
PR Photography – Planning, organising and delivering two vital photoshoots to provide visual collateral to power the social and news media activity
Results we delivered
What we did
