Unicorn Restaurant
About the Client
When Kiet Truong opened Unicorn Restaurant, a Pan Asian restaurant in Berkeley, California, in October 2001, the restaurant industry in the San Francisco Bay Area was suffering. With the decline in tourism following 9/11 and fewer people eating out because of the meltdown in technology stocks, many restaurants were closing their doors and others were on the verge of doing so.
Fortunately, Kiet’s innovative food, friendly service, and hard work were enough to get him through the challenging first few months. Slowly, word-of-mouth started to spread in the neighborhood, and the restaurant got busier.
Strategy
In spite of Unicorn’s positive reputation in its immediate neighborhood, few people were coming to the restaurant from other areas. Furthermore, only a few minor publications had reviewed Unicorn. Galvin Communications was hired to grab attention for the restaurant from reviewers and a much wider cross-section of the San Francisco Bay Area.
Results
Galvin Communications developed a targeted list of restaurant reviewers who had written favorable reviews for Pan Asian restaurants similar to Unicorn. With personalized press kits and assiduous follow up the campaign resulted in favorable reviews in the San Francisco Chronicle, Contra Costa Times, Oakland Tribune, San Franciso Magazine and Diablo Magazine. Unicorn’s business tripled following the stream of new reviews generated.
Testimonial
You have given me many ideas on promoting my business, and most of
all, inspired me to move at greater speed toward my goal.
– Kiet Truong, Owner & Chef, Unicorn Restaurant