Saigon City
About the Client
In 2004, Saigon City in Berkeley, California, was in need of an update. Chef Patrick Bui made some of the best Vietnamese food in the Bay Area, but was looking for ways to reinvigorate his five-year old restaurant.
Strategy
Saigon City’s appearance had to be brought into line with its high-quality food. We met with Patrick and provided him with recommendations for interior and exterior improvements. All of our suggestions (new paint, overhead lighting additions, replacement of window glass and signage, elimination of knick-knacks, and addition of tablecloths) were low-cost cosmetic changes that made a big difference in the look and feel of the restaurant. Once the look of the restaurant was updated, we knew that we could build a buzz that would pull in new diners.
Results
Once the restaurant looked spiffy, we began a media outreach campaign highlighting the new look and great food. Within a few months, we landed lengthy and favorable coverage in the San Francisco Chronicle, Oakland Tribune, San Francisco Magazine and Diablo Magazine.
Saigon City’s restaurant business has quintupled, and Patrick has added
wait staff to the meet the growing demand.