How do you launch a $20 million restaurant?
We managed the highly anticipated opening of Lincoln Ristorante in New York’s Lincoln Center. The challenge was to position the upmarket dining room not only as a destination but also as a more approachable eatery for local clientele.
While working around a story exclusive in four installments with The New York Times, our strategy yielded coverage in national and international food, travel, lifestyle, luxury and broadcast media. For each outlet, the agency offered a custom story angle, obtaining 400 placements. From pre-launch to the 1st anniversary, hits included Food & Wine, GQ, Travel + Leisure, Robb Report, Harper’s Bazaar, Italian Architectural Digest, Martha Stewart Living Television and much more.
How do you update a classic?
When 27-year old Marcus Jernmark was brought in as the new executive chef for Aquavit, it presented an opportunity to reinvent a classic, launch a rising star chef and revamp the dining concept. The 20+ year-old Scandinavian restaurant entrusted Teuwen to introduce its exciting new chapter.
We brought prominent media to the table to experience the kitchen’s progressive take on authentic flavors and techniques, positioning Aquavit as a leader of Nordic cuisine. From the agency’s persistent media outreach, chef Jernmark was named Zagat’s “30 under 30” of up-and-coming talent and owner Håkan Swahn received the coveted Food Arts Silver Spoon Award. In 2013, Aquavit received its first Michelin star.
How do you reposition a high-end restaurant during a recession?
To prevail in the new economic situation, Veritas, the venerable upscale French wine destination, transformed into an approachable, classic American restaurant. The restaurant wanted to continue its appeal to loyal, wine-centric clientele but also attract new customers.
Leveraging the 75,000 bottle cellar, we created a strategic platform built around “opening the vault.” The agency enticed the media with the new, affordable wine program paired with greenmarket-driven cuisine. Utilizing Chef Hazen’s impressive culinary background and Sommelier Ruben San Ramirez knowledge and passion for wine, we garnered placements in Wine Spectator, The New York Times, Crain’s and The Today Show.
How do you elevate the profile of Greek cuisine?
Estiatorio Milos, a high-end Greek seafood restaurant centered around a fish market, was misunderstood when it opened in 1994. Teuwen relentlessly educated the media on the unique, high-quality ingredients (such as fish flown from Greece daily) and unmatched hospitality. Over the next 10 years, the agency executed and publicized numerous Greek culture-based events including an annual Easter lamb roast on 55th Street.
GRK, a Greek quick service restaurant in NYC, aimed to present elevated street food to a broad audience. We conducted an extensive media campaign around the menu’s core elements and techniques resulting in features and recipe coverage in Men’s Fitness, Grub Street, Black Book and Fitness. In addition, the agency created a dynamic cultural conversation through its engaging social media program.
How do you “talk the toque”?
We excel at results-driven programming for both French restaurants and distinguished French chefs. The agency has launched or repositioned brasseries, bistros and starred-restaurants such as Les Halles, L’Absinthe, La Côte Basque, CT Claude Troisgros and Brasserie. We have executed numerous media tours, book launches and guest chef programs for top toques such as Paul Bocuse, Pierre Hermé, Marc Veyrat, Pierre & Michel Troisgros and Anthony Bourdain.
Top Media Hits