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!, Delish.com, 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.
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.