Taking the American High Country to Shoreditch
Appalachia
Appalachia opened at 71 Nile Street, Shoreditch, in June 2026. Same address as Counter 71. New name, new menu, new head chef.
Counter 71 becomes Appalachia
The owners were changing everything except the address. Head Chef Ali Borer, formerly of Smoking Goat, now cooks fired food shaped by the American high country. Downstairs, Lowcountry pours bourbon and Southern cocktails.
MeMo came in ahead of the relaunch across PR, social, and paid. The job was to launch Appalachia as a new opening and bring the Counter 71 audience with it.
London’s critics had seen it all before
The capital has seen plenty of American Southern food done badly. The press needed a reason to believe this one was different. The Counter 71 followers needed a reason to stay.
And the room was closed for the changeover, so there was nothing new to photograph.
PR, social, and paid
PR & Influencer
Opening news ran in Hot Dinners, Time Out, The Caterer, London On The Inside, DesignMyNight, and The Nudge. Press night brought in 60+ journalists, creators, and tastemakers.
Through the summer we hosted a steady run of critics and creators to turn opening buzz into full reviews. Ali was put forward for profile interviews with Time Out and The Drinks Business.
Social Media
We archived the Counter 71 grid, renamed the account, and built a holding grid to tease the change. Three shoots in the first month put the chef, the team, the food, and press night on camera.
After launch the content leaned on people. Ali’s introduction was the top post in May. Creator and team content led the account through the summer.
Digital Marketing
Boosted teasers ran before opening. From June, two always-on Meta campaigns worked side by side. One built followers. One drove bookings.
In August we added a Chef Series bookings campaign built around Ali. First month: 10.45% click-through rate at £0.02 a click.
Reviewed by Grace Dent and Jay Rayner
The reviews followed the launch news. Grace Dent reviewed it in the Guardian. Jay Rayner reviewed it in the FT. The Infatuation gave it 8.4. Wallpaper*, Country & Town House, and the Good Food Guide followed.
Four months on
In August, Condé Nast Traveller asked whether American Southern food could finally take hold in London. Appalachia was in the answer.
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