case study

ChefReady-PR

Virtual kitchen breaks into virtually uninformed market

Challenge

ChefReady virtual kitchen was entering the Denver market at a time when the public wasn’t educated on what a virtual kitchen was – or worse, had negative connotations of the delivery-only aspects of them. ROOT was tasked with securing media hits that shine a light on the need for virtual kitchens, and positively showcase ChefReady’s offerings.

Results

In 2020, ROOT secured a variety of features in broadcast, trade magazines, print and podcast – totaling more than 85 million impressions and views. Company profiles included Denver Life Magazine, 5280, ColoradoBiz, BusinessDen, FSR Magazine, The Spoon, Bar Business Magazine, Restaurant Startup & Growth and Franchise Times, Denver’s ABC-affiliated television station, Westword and more with multiple mentions in Restaurant Dive, The Spoon, Food + Tech newsletter.

Solution

Diving deep in the world of virtual kitchens, ROOT researched the negative stigmas surrounding virtual kitchens and what kind of education needed to occur. ROOT then executed a strategic communications plan with laser-focused key messaging that largely concentrated on media outlets that their target audience, restaurant decision makers, read and consume. ROOT crafted an initial press release announcing the launch that tied in with the COVID-related food delivery trend, then kept ChefReady in the news through timely topics, such as tying “ghost kitchen” to Halloween, and creating 2021 dining out trends pieces.

In Their Own Words:

“ROOT Marketing & PR got us tons of media coverage before our business even opened. From print to digital and thought leadership opportunities, they’ve secured us dozens of features that genuinely communicate our story. They also really stay on top of us to make every interview, panel discussion or podcast, then make sure the media represents our brand and business in the most positive light possible. We couldn’t be happier.”

Nilli Poynter

Challenge

ChefReady virtual kitchen was entering the Denver market at a time when the public wasn’t educated on what a virtual kitchen was – or worse, had negative connotations of the delivery-only aspects of them. ROOT was tasked with securing media hits that shine a light on the need for virtual kitchens, and positively showcase ChefReady’s offerings.

Solution

Diving deep in the world of virtual kitchens, ROOT researched the negative stigmas surrounding virtual kitchens and what kind of education needed to occur. ROOT then executed a strategic communications plan with laser-focused key messaging that largely concentrated on media outlets that their target audience, restaurant decision makers, read and consume. ROOT crafted an initial press release announcing the launch that tied in with the COVID-related food delivery trend, then kept ChefReady in the news through timely topics, such as tying “ghost kitchen” to Halloween, and creating 2021 dining out trends pieces.

Results

In 2020, ROOT secured a variety of features in broadcast, trade magazines, print and podcast – totaling more than 85 million impressions and views. Company profiles included Denver Life Magazine, 5280, ColoradoBiz, BusinessDen, FSR Magazine, The Spoon, Bar Business Magazine, Restaurant Startup & Growth and Franchise Times, Denver’s ABC-affiliated television station, Westword and more with multiple mentions in Restaurant Dive, The Spoon, Food + Tech newsletter.

In Their Own Words:

“ROOT Marketing & PR got us tons of media coverage before our business even opened. From print to digital and thought leadership opportunities, they’ve secured us dozens of features that genuinely communicate our story. They also really stay on top of us to make every interview, panel discussion or podcast, then make sure the media represents our brand and business in the most positive light possible. We couldn’t be happier.”

Nilli Poynter

a few media hits

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