Edible Beats

Case Study: Edible Beats

Client: Edible Beats
Services: Public Relations, Social Media
Industry: Hospitality
Website: www.ediblebeats.com

Over the past five years, Sprocket Communications has helped promote Denver restaurateur Justin Cucci’s concepts, including openings and ongoing marketing. Using a mix of traditional and digital PR, social media and influencer tactics, Sprocket has helped build awareness and drive sales in each of the Edible Beats concepts.

Challenge

In 2009, Justin Cucci’s restaurant Root Down quickly became one of the most popular spots on the Denver food scene. So when Cucci looked to launch Linger, his second Denver-area restaurant, he brought the Sprocket team on board. Because Root Down had garnered so much press since its opening, Sprocket had to walk the fine line of building excitement for the new restaurant without wearing Denver diners out on the concept.

Sprocket continued to work on Edible Beats restaurant openings for Ophelia’s Electric Soapbox and Vital Root, as well as ongoing PR and social media management for the group. With each opening, Sprocket was tasked with creating the most buzzed-about restaurant opening in town—a challenge considering that countless restaurants open in Denver, and a restaurant’s designation as “hottest new restaurant” can be short-lived.

Solution

For Linger, Sprocket took on several PR initiatives. The team coordinated walk-throughs of the Linger space with select media, and invited media to a VIP event (to which the invitation was a toe tag, in keeping with the mortuary concept). The agency also pitched national media outlets and coordinated a New York media tour to introduce Cucci to key players in the food industry.

On social media, the Sprocket team set up Linger’s Facebook, Twitter and Foursquare accounts. (Sprocket has since expanded the reach of Linger and the other EB restaurants to Instagram as well).

For the Ophelia’s launch, Sprocket drafted and sent the Ophelia’s press kit (which, with the help of design agency MATTER, was packaged into toy viewfinders) to all relevant Denver media, inviting them to Ophelia’s pre-opening tasting and VIP event. All relevant media attended, including reporters from 5280 Magazine, the Denver Post, Fox31, 7News, Thrillist, Westword and 303 Magazine.

On the social media side, Sprocket targeted Denver’s foodie community and loyalists of Cucci’s other concepts, giving teasers about Ophelia’s menu leading up to the opening. Sprocket also highlighted the retro decor and funky vintage knickknacks on Ophelia’s social channels.

For the early 2016 opening of Vital Root in Denver’s Tennyson neighborhood, Sprocket again reached out to Denver-area media, but also integrated more into the community. That meant inviting local business owners and their employees, residents and neighborhood organizations to pre-opening events—more so than in the past. Sprocket also plugged in to NextDoor, an online community resource for neighborhoods.

Results

Thanks to a comprehensive PR push, Linger was named one of the Top 50 Best New Restaurants in the country by Bon Appetit. It was also featured on Tasting Table, the Cooking Channel’s Unique Eats, and in the Chicago Tribune, Los Angeles Times and in every relevant Denver-based publication. Linger and Root Down have since garnered hits in Travel + Leisure, Forbes, Elle Decor and more.

Due to a strong launch and compelling social media content on an ongoing basis, Linger has close to 15,000 likes; more than 92,000 people have checked into the restaurant on Facebook. The brand’s Instagram account has more than 4,300 followers, and its Twitter account boasts upwards of 8,500 followers.

Ophelia’s, too, had a strong opening, thanks to early and ongoing PR efforts. Sprocket’s work landed Ophelia’s in every relevant publication in the Denver market, including 5280 Magazine, as well as national outlets like USA Today.

On social media, Ophelia’s had earned more than 2,500 Facebook fans within three months of opening—all without spending a single ad dollar on the platform. Today, the restaurant has more than 12,300 likes on Facebook and 4,500 Instagram followers.

Thanks to the tactics employed during Vital Root’s launch and beyond, stories about the concept have run in every relevant local publication, and Vital Root has cemented itself as a part of its community.