Case Study: Introducing Hai Street Kitchen to National Media

Hai Street Kitchen & Co. Takes Over the Big Apple



In the fall of 2015, Urbanspace invited Hai Street Kitchen & Co. to join pop-up market Broadway Bites, a seasonal market that provides popular chefs, small culinary businesses, and local artisans with an environment to showcase their wares. On Monday, October 5, 2015, HSKC opened at Broadway Bites in Greeley Square Park, NYC. This was Hai Street’s first location in New York City and we used this opportunity to gain publicity. We developed a PR campaign designed to accomplish two goals. First, we wanted to share the news of Hai Street opening in NYC and second, we wanted to turn national media attention on HSKC and their sushi burrito.

To maximize our objectives we used a few different strategies. We first reached out to notable local reporters and social media influencers. We invited them to join us at Broadway Bites, where they were introduced to the concept of Hai Street Kitchen and could try their first sushi burrito. Our next step was to facilitate media drops. The media drops were designed to place our product in front of national publications to spark their interest and gain publicity. Our third tactic was to connect with national and local television producers to pitch stories on Hai Street Kitchen,

During this campaign, we successfully introduced  Hai Street to editors at Yahoo!,, Esquire, and GQ Magazine. We were able to form relationships with these outlets, which allowed us to execute media drops and put Hai Street sushi burritos in front of dozens of national reporters. These opportunities led to multiple social media posts by publications and editors. In addition, we placed stories in amNY and Food Republic about the Broadway Bites and Hai Street Kitchen opening. Due to our efforts, Hai Street Kitchen was featured in over 30 different local foodie Instagram accounts. Screenshot_2015-12-29-12-19-44

We also reached out to a number of TV producers in New York. One connection lead to a media drop, which led to Hai Street Kitchen chef’s performing a sushi burrito rolling demonstration for all of the Today Show producers. The staff at the Today Show loved the Hai Street brand and saw the potential for a Hai Street Kitchen segment on the show.
The Hai Street Kitchen & Co. and Broadway Bites was a six week campaign that targeted national and local media with a two part goal: first, share the opening of HSKC in Broadway Bites and second, introduce the HSKC brand on a national platform. The campaign resulted in several news hits, dozens of social media posts, and many new connections with media in the New York City and national market.

Common Twitter Mistakes to Avoid

Since its launch in 2006, Twitter has become an integral component of communication. If used properly, it can strengthen an organization’s relationship with its followers and attract new customers; if not, the company’s public outreach efforts can backfire. There are many tips we can share about how to utilize twitter to maximize results. However, listed below are some common mistakes to avoid:

1) Tweeting only about yourself and your company. In a world where individuals are inescapably blasted by TV ads, solicitors, flyers and more, your followers will not voluntarily subscribe to be continuously sold. Instead, use twitter to show your personality and values.

2) Failing to engage customers. Imagine if you knew an individual who only continuously talked without listening or responding to others; this person would have very few friends. Considering that twitter is a form of social media, it is beneficial to pay attention and respond to your followers in order to create a genuine dialogue.

3) Excessively tweeting. By tweeting every half hour or so, you run the risk of becoming a nuisance and irritating your followers. Plus, if we’re honest with ourselves, it is highly unlikely that all of these tweets are gems.

4) Using inappropriate language or misspelling words. This mistake can diminish your credibility, turn-off readers and, overall, appear that you are sloppy.

5) Featuring sarcasm or being negative in your tweets. People are more attracted to positive messages, and optimism is generally more enjoyable to read. By being snide or whining, you can insult individuals or simply off put followers.

For more tips, give us a call at 215-731-2000 or follow us @Breslowpartners.