Bloomberg

Vapiano CEO Sees Potential to Grow Number of Restaurants

by Christine Wetzler

Bloomberg

Vapiano CEO Sees Potential to Grow Number of Restaurants

by Christine Wetzler

by Christine Wetzler

We’ve talked about how staying in front of the media with the right story is something that has to happen regularly to be successful. This background pitching or sourcing is the largest (and arguably the most important) part of our job, but at the same time is the most misunderstood.

In cases like this one, we made sure the right information about our client was out there to consume. More often than not, reporters, especially at high profile publications like this one, will write and research the story and we don’t have a lot of control. However, what we do control is what and how often these messages are being sent out into the world. If reporters never hear it or hear the wrong message, there’s zero control over what a third party is saying about your brand.

Ironically, these “least controlled” placements are the most important for determining credibility because it’s clear they weren’t manipulated. It’s critical to have strong messaging that rings true to achieve these hard-won and most effective media placements.

Excerpt from the article below, and you can read the whole thing here.

Vapiano SE, the German restaurant chain that sold shares to the public in June, isn’t stopping with its goal to operate 330 outlets profitably in 2020.

“In our core markets of Europe and in the Middle East and South America, we see a market potential of 800 to 900 restaurants in the long-term,” Chief Executive Officer Jochen Halfmann said in an interview. “That means that even beyond 2020 we still have several years of strong growth ahead of us.”

Read the whole article on Bloomberg here.

 

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