NAYA
Situation
For over a decade, a distinguished fast-casual eatery has captivated New Yorkers with its genuine and health-conscious Middle Eastern fare. In June 2023, this establishment aimed to expand its culinary reach by launching its inaugural Connecticut outlet in Darien, intending to offer the local and neighboring Fairfield County communities an unforgettable dining experience suitable for families.
Having cemented its status as a favorite among the New York City fast-casual dining scene, the brand aspired to replicate its success in Darien.
To ensure the successful introduction of its brand to the Connecticut market, NAYA engaged the expertise of Karlie Reitano to align the restaurant with the right influencers and media outlets, laying a robust foundation for the brand's future success and community integration.
Strategy:
Karlie Reitano developed a comprehensive and strategic public relations launch plan for NAYA, emphasizing a sequence of orchestrated events and collaborations leading up to and including the grand opening. The focus will center on pre-opening tastemaker events, the grand opening ceremony, influencer engagement, and strategic partnerships. Tactics included:
Pre-Opening Tastemaker Event: In the weeks preceding the grand opening, Karlie arranged for NAYA to cater at an exclusive event hosted by Darien Lifestyle Magazine, targeting 100 influential locals. This exposure provided attendees with a firsthand taste of NAYA's offerings, generating buzz around the upcoming opening. Additionally, this collaboration secured feature coverage in Darien Lifestyle Magazine, amplifying anticipation.
Local Arts Integration: Aligning with NAYA’s interest in local arts, Karlie forged a partnership with the Darien Arts Center. This collaboration was highlighted during the grand opening, where a portion of the day’s proceeds was pledged to the nonprofit. This strategy not only underpinned NAYA’s community commitment but also enhanced the event’s appeal, encouraging media and public attendance.
Influencer Outreach: Leading up to the grand opening, Karlie invited a select group of prominent influencers to preview NAYA’s culinary experience. Their firsthand endorsements across social platforms contributed to building momentum and credibility for the brand.
Grand Opening Event: The official launch featured a ribbon-cutting ceremony and celebration, designed to be visually captivating and media-friendly. Karlie managed the event’s publicity, inviting key media representatives to cover the story live, while a professional videographer captured high-quality footage for subsequent promotional use.
Through these strategic initiatives, the launch plan aimed to establish NAYA’s footprint in the new market. It fostered community ties, enhanced brand visibility, and set the stage for sustained success in the region.