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Driving Buzz for Fogo de Chao's Minnesota PremiereWhen Texas-based Fogo de Chao prepared to launch its Brazilian steakhouse concept in Minneapolis, it chose Maccabee Group to coordinate a Grand Opening VIP party and media relations campaign.Leveraging Fogo’s South American gaucho chefs, Maccabee Group turned the opening into a symbol of the urban renaissance of downtown Minneapolis that began with the opening of the new Guthrie Theatre nearby. PR strategies included in-studio cooking demonstrations and welcoming a Fox 9 TV reporter into the kitchen to serve as a gaucho-for-a-day. Results were exceptional -- media coverage ranged from full-color spreads in Mpls/St. Paul, Minnesota Monthly and Meetings: Minnesota’s Hospitality Journal magazines and a full-color cover preview in the Minneapolis Downtown Journal to feature stories on three Twin Cities’ TV stations and an explosion of blog coverage. “Delectable . . the groaning high-end salad bar is already the best in town,” cheered Mpls/St. Paul, while City Pages raved “one of the best chain-restaurant wine lists I’ve ever seen... a salad bar so absurdly overfilled that it looks like one of those fruit stands in a Herbie the Love Bug movie... original, exciting and accomplished.” The Minneapolis launch became one of the most successful in Fogo de Chao history; despite an economic downturn that shuttered many downtown retailers, Fogo’s Minneapolis location was the single highest grossing restaurant in downtown Minneapolis during its opening year. |
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