Fogo de Chão Opens in Downtown Denver
Building excitement for a new Denver steakhouse in a tough economic environment

Challenge:

Fogo de Chão selected Linhart Public Relations in May 2009 to open its Denver location by introducing the authentic Brazilain steakhouse to the Denver market. With a major downtown steakhouse closing; the presence of two other Brazilian steakhouses in Denver; and declining restaurant sales due to tightening diner purse strings, the team faced a unique challenge to fill 300 seats in a new restaurant downtown.

Solution:

A comprehensive influencer and media outreach program highlighting Fogo de Chão as the authentic Brazilian steakhouse, and as a supporter of the Lower Downtown (LoDo) Denver economy, stimulated media coverage and excitement before, during and after the opening.

LPR’s Strategic Approach

• Connect Fogo de Chão to its unique heritage – two gaucho chefs from Southern Brazil founded the restaurant and Denver’s executive chef and general manager grew up in Brazil and has worked for Fogo de Chão for nearly 20 years
• Highlight Fogo de Chão as supporting the LoDo economy by hiring locally and by driving traffic to that downtown area
• Position Fogo de Chão as the perfect spot for business and group dining
• Showcase Fogo de Chão’s high quality food, superior wine list, impeccable service and value

Opening Execution

A three phase media and influencer outreach: before, during, and following the opening.

Generate buzz and referrals for future visits, including a pre-opening night party to for foodies, media, board members, business and nonprofit leaders, sports figures and politicians; arranging complimentary group meals following the opening; and distribution of a ‘lunch for two’ gift certificate to key leaders. A follow-up letter to all Fogo patrons reminding them Fogo is perfect for holiday party reservations.

Media outreach throughout was targeted at print, TV, radio and online outlets to secure stories focused on the optimistic opening of a restaurant in a downturned economy; jobs available at Fogo Denver; the pre-opening party; seasonal cooking segments; restaurant reviews and larger features on the Fogo de Chão concept.

Results:

• The combined media outreach efforts resulted in nearly 6.5 million consumer media impressions driving brand recognition and restaurant traffic
• Secured a total of 71 print, online, digital and television stories The Denver television coverage on all television stations resulted in more than $43,000 in calculated advertising equivalency, meaning it would have cost more than $43,000 to purchase the same amount of coverage in advertising time
• Nearly 260 influencers attended the pre-opening party, including members of boards of directors, Downtown Denver executives, socialites, media, etc. , including attendance by Denver Nuggets’ Nene Hilario and Denver Mayor John Hickenlooper
• Secured close to 170 group reservations for various nonprofits, influential boards, surrounding businesses, leadership and networking organizations, sports and arts groups, and area foodies
• Fogo de Chão alerted Linhart PR that the opening had been one of the most successful in the restaurant company’s history

Tags: Fogo de Chao, Linhart PR, Linhart Public Relations