Restaurant Group Marketing Agency

A group has different problems from a single restaurant. The brand has to stay consistent while each site has its own neighbourhood and quiet nights. Openings need support without the older sites being forgotten. And head office needs to see what is working, site by site.

• A brand-level plan of campaigns, partnerships and press office that keeps the group in the national conversation.
• Site-level activity, so each location gets local press, creators and paid social when it needs them.
• A repeatable opening playbook, adapted for each city rather than reinvented.
• Shared content, shot efficiently and adapted for each channel and site.
• Reporting by location, so budget moves to the sites that need it.

• Pizza Pilgrims, Leeds. Bringing Amalfi to Leeds, with pink flamingo ice cream boats and limoncello, exclusive reveals for student media and a launch party. Nearly 20 pieces of coverage, from the Yorkshire Evening Post and Leeds Live to The Observer.
• Roti King. The third site at Waterloo, with more than 100 press, creators and industry at the opening party and coverage in the Evening Standard, the Guardian and Time Out. Then the 10th anniversary rebrand and new website, which drew 16,000 visits in its first three weeks.
• Eggslut, Manchester. The first site outside London. We announced it to Manchester press three months out and hosted 46 press and creators before opening, including Manchester Evening News and Confidentials.
• Caravan. Press office across the group, the Southbank Centre launch and a deliberate push back into the all-day round-ups, with Edinburgh to follow.
• Donutelier. Taking the Leicester Square store’s Instagram to 100,000 followers, then a street activation for The Strand opening, with suited “city” figures carrying oversized donut bags past commuters, and 4.6 million press reach.
• GAIL’s. Knead for Speed, the bakery’s first national run club, introducing new products without a hard sell: 375,000 impressions across nine posts.

One strategy, many sites. A 12-month plan for the brand, then each site’s needs mapped onto it: which are new, which are quiet, which have a story of their own.

Campaigns that earn coverage for everyone. Pizza Pilgrims’ Great British Crust Comeback with Dishoom, Honest Burgers, Pho and Sweet Dee’s Jerk, and Roti King’s pop-up with Morley’s, were single ideas that lifted the whole group.

A launch playbook that respects the city. Manchester and Leeds do not take London’s word for it. Local press, local creators and local angles come first.

Paid media that follows demand. Budgets move between sites based on what each needs that week.

Reporting head office can use. Monthly reporting by site and for the group, against covers, bookings and revenue.

Many groups end up with a PR agency, a social agency and a paid agency, each reporting separately. MeMo’s PR, social and digital teams sit under one roof, so a group can have one plan and one point of contact, or start with one discipline. We wrote more about this in What Actually Is an Integrated Marketing Agency?