STK

ABOUT THIS PROJECT

CATEGORYFood

SITUATION

As a well-established global restaurant brand, STK and parent company The ONE Group came to Magrino with the goal of raising overall profile in top-tier outlets and key markets, creating meaningful and lasting relationships in the hospitality and media industries, and securing a public relations partner to assist in managing overall growth strategy and the optics that go along with that growth.

STRATEGY

Magrino developed a long-term flexible strategy to keep The ONE Group’s NYC properties flourishing, including key media dinners and both on- and off-premise events where STK’s “vibe” could shine; long-lead press opportunities in business and lifestyle press where the cofounders and chefs would be in the forefront; and creative food & beverage concepts where Magrino could pitch STK as a thought leader in key industry trends and holidays. As agency of record, Magrino would also oversee local agencies during openings; this took place in several markets including Toronto, Chicago, Orlando, and Denver.

SOLUTION

Magrino secured several billion impressions throughout a 2.5 year relationship in print, broadcast, and online media. Stories focused on The ONE Group brand and its key thought leaders, plus its NYC; Washington, D.C.; and Los Angeles properties, and ongoing support to regional locations during opening and need periods, including Atlanta, Las Vegas, and Miami. Key coverage includes The TODAY Show, The Wall Street Journal, USA Today, The Washington Post, Town & Country, US Weekly, Departures, Conde Nast Traveler, Men’s Journal, Fox & Friends, Business Insider, The Wendy Williams Show, and Nation’s Restaurant News.