case study

Frasca Food and Wine

Launching a 5-star restaurant to appeal to fine dining foodies and locals alike

Challenge

In 2004, French Laundry alums Bobby Stuckey and Chef Lachlan McKinnon-Patterson hired ROOT to handle the PR for the launch of arguably the first truly world-class restaurant to open in Boulder, Colo., Frasca Food and Wine. Frasca’s neighborhood is a popular area full of restaurants, and frequented by well-heeled tourists, but surrounded by single-family homes. There was a need to convey the promise of exceptional quality and customer service without being seen as “special occasion only.”

Results

Frasca opened with a bang receiving rave reviews in countless local, regional and national media outlets, and sixteen years later (right up until COVID-19 hit,) those Monday night dinners stayed a popular way for non-special-occasion diners to enjoy Frasca.

Solution

ROOT came up with the idea of weekly Monday night prix-fixe dinners at a reasonable price to allow Boulder locals to come in and eat frequently; produced a launch media kit that was classy but not stuffy; and pitched both local and national press on Frasca’s outstanding aspects as well as their comfortable qualities.

In Our Own Words:

I still remember how exciting it was when the news started to spread about their opening, and that first huge restaurant review in the Denver Post.

Challenge

In 2004, French Laundry alums Bobby Stuckey and Chef Lachlan McKinnon-Patterson hired ROOT to handle the PR for the launch of arguably the first truly world-class restaurant to open in Boulder, Colo., Frasca Food and Wine. Frasca’s neighborhood is a popular area full of restaurants, and frequented by well-heeled tourists, but surrounded by single-family homes. There was a need to convey the promise of exceptional quality and customer service without being seen as “special occasion only.”

Solution

ROOT came up with the idea of weekly Monday night prix-fixe dinners at a reasonable price to allow Boulder locals to come in and eat frequently; produced a launch media kit that was classy but not stuffy; and pitched both local and national press on Frasca’s outstanding aspects as well as their comfortable qualities.

Results

Frasca opened with a bang receiving rave reviews in countless local, regional and national media outlets, and sixteen years later (right up until COVID-19 hit,) those Monday night dinners stayed a popular way for non-special-occasion diners to enjoy Frasca.

In Their Own Words:

I still remember how exciting it was when the news started to spread about their opening, and that first huge restaurant review in the Denver Post.

related work

Case study

Naturally Boulder

For 15 years, Naturally Boulder's biggest event was held in person. COVID-19 forced the event online for the first time in 2020, and PR was needed to get the word out.

learn more
Case study

The Rio

The Rio Grande Mexican Restaurants weren’t top of mind with the media, who were busy covering newer, trendier places. The Rio was evolving, but no one seemed to know it.

learn more
Case study

BCFM

When the pandemic first hit, the future of in-person markets seemed grim for the indefinite future, and Boulder County Farmers Markets wasn't sure how they were going to survive.

learn more

the good food
agency

newsletter

Every month, the ROOT team digs deeper into good food and marketing trends, news and tips. Sign up here.