Vapiano hired Pietryla PR to promote the grand opening of its second location in Chicago at 630 North Rush St., in the AC Hotel. We secured many local media placements and got good coverage on social media, but by far the WGN News ‘Lunchbreak’ spot was the most influential.
Chef Daniel Lynam Vapiano 58 E. Ontario Street Chicago 44 S.
The opening of Vapiano’s second restaurant marks a commitment to the Chicago market that extends into 2019 as the company plans to open at least five more locations in Chicago over the next two years, with additional downtown and suburban locations on the horizon. Currently, Vapiano North America has seven locations in New York, Chicago, Charlotte, Miami, Reston, Virginia and Washington, D.C. Vapiano worldwide boasts more than 190 restaurants.
As part of its media push, we secured a spot on WGN’s afternoon segment ‘Lunchbreak’ where Vapiano’s operations manager showed Chicagoland how fresh, tasty pasta is made at Vapiano every day. Also, we engaged a number of local influencers who posted about the grand opening, helped us attract the right audience to the event, and follow-up with honest reviews.
With its innovative “Fresh Casual Dining” concept, gastronomic lifestyle brand VAPIANO founded a new category in the system catering industry in 2002. It combines elements of “fast-casual” and “casual dining”, thus giving guests a high degree of self-determination. Quality, freshness and transparency are the basis of the restaurant concept. VAPIANO uses almost exclusively fresh ingredients. Pasta, pizza dough, sauces, dressings as well as dolci are made from scratch in every single VAPIANO, sometimes even in the middle of the guest room in the glass manifattura. The dishes are prepared in the show kitchen, directly in front of the guest and “à la minute”. This concept and a cosmopolitan ambiance are VAPIANO’s recipe for success. From Hamburg, the idea quickly spread to the whole world. For more information, visit www.vapiano.com
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