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Five Napkin Burger

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Five Napkin Burger

Atlanta Launch

Five Napkin Burger is a high-end casual dining chain that underwent rapid expansion in 2011, growing from three New York City restaurants to add locations in Boston, Miami, Atlanta, and a fourth in New York City.  During this time their in-house marketing staff and vendors were overextended, and the leadership team needed to dedicate more resources to the planning and execution of marketing strategies to reach the volume they needed for each location. 

Amy M. Litt Consulting immediately went to work putting social media monitoring and social customer service in place to address the feedback Five Napkin Burger was receiving from guests.

In preparation for the Atlanta location opening in August 2011, we worked with Five Napkin Burger's New York and Atlanta PR teams to identify and engage social media influencers in the city's dining scene.  By including Twitter users and food bloggers with substantial followings at Friends & Family preview dinners we produced thousands of positive brand mentions as they tweeted, posted photos, and answered questions about Five Napkin Burger.

By welcoming influencers into VIP events, these relationships have prompted ongoing conversations, blogs, reviews, and further positive brand mentions.

To sustain the excitement generated by the Atlanta opening, Amy M. Litt Consulting provided content planning and execution for Five Napkin Burger's Facebook, Twitter and Foursquare accounts to provide consistency and encourage further conversation.

Results:

  • 331,371 brand exposures
  • 498 brand mentions
  • 2,071 Facebook followers,  22% increase
  • 2,011 Twitter followers, 33% increase