Shoreditch Launch
Appalachia
Appalachia opened at 71 Nile Street, Shoreditch, in June 2026. Same address as Counter 71. New name, new menu, new head chef.
Same address. New restaurant.
The owners were changing everything except the address. Head Chef Ali Borer, formerly of Smoking Goat, now cooks fire-led 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.
Make London take it seriously.
London 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.
Three channels. One table.
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.
Jay Rayner in the FT.
The reviews followed the launch news. The Infatuation gave it 8.4. Wallpaper*, Country & Townhouse and the Good Food Guide followed.
Same address. Completely different restaurant.
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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