A fast-casual burrito restaurant chain established New York City — the largest and toughest-to-crack earned media market in the U.S. — as its top priority market for local news to help drive brand awareness and customer loyalty among residents and restaurant-goers.
Linhart PR needed to build relationships with local reporters and secure a steady cadence of positive coverage about the brand’s priority areas: 1) leadership in real food, including through new menu items and its athlete partner program, 2) easier access to the brand via new restaurants and new formats like walk-up windows, and 3) culturally relevant events, observances and partnerships impacting – and benefitting – NYC residents.
To foster go-to relationships with NYC reporters and land an average of 10 positive brand story placements per month, Linhart PR collaborated with the restaurant chain to:
By pitching programs and stories unique to the NYC market; spreading the word about new restaurants and formats that increase access and convenience; delivering culturally relevant news that was shareable for media and fun for New Yorkers; and offering advance new menu item testing to build reporter relationships, Linhart PR secured 168 NYC news stories for the restaurant chain in one year, exceeding the goal – 10 stories per month or 120 total stories for the year – by 40%. This included stories across the five boroughs and repeat coverage from seven reporters who covered the burrito chain two times or more.