When Kott-Don 360 entered Singapore’s restaurant market, it needed a launch that could create trust and fast visibility. This urgency is supported by industry data. Singapore’s consumer foodservice sector recorded about US$9.4 billion in sales in 2023, which shows how competitive and active the dining industry has become.
In such an environment, restaurants cannot rely only on good food. They also need a strong public story. Affluence PR developed a focused communication plan that combined media outreach and social storytelling. The purpose was simple. The campaign had to turn public interest into real restaurant visits. This case study explains how that process worked and why working with a specialised pr agency in Singapore and an experienced social media marketing company in Singapore is important for restaurant brands.
Understanding the launch challenge
Singapore offers diners many choices, so a new restaurant must clearly present its identity. Kott-Don 360 wanted to highlight authentic Korean barbecue methods and a social dining experience. However, these strengths needed to be explained in a way that the media and customers could quickly understand.
Affluence PR began with audience research. The team studied food enthusiasts, young professionals, and families who prefer shared dining experiences. As a result, the campaign message focused on authenticity, craft, and atmosphere. A professional pr agency in Singapore understands how to translate restaurant values into communication that matches audience expectations while still supporting commercial goals.
Building a strategy with clear direction
The campaign strategy connected three main areas. First, the team created a structured media relations plan to secure editorial coverage. Second, they designed a social content calendar that showed cooking techniques and restaurant atmosphere. Third, they introduced influencer partnerships to reach active dining communities.
The strategy included several focused actions:
- Selection of relevant food editors and lifestyle writers
- A scheduled social media plan using short videos and photography
- Influencer partnerships based on audience relevance
Each action supported the others. In addition, cooperation with a social media marketing company Singapore ensured that digital content followed a consistent rhythm. This coordination prevented scattered communication and kept the campaign focused.
Executing the launch campaign
After planning, Affluence PR moved into execution with a staged rollout. The team organised a soft launch tasting event for selected journalists and influencers. Guests experienced the menu and learned about the restaurant’s background. Therefore, writers could produce informed and balanced coverage.
The execution stage included:
- A professional press kit with chef stories and menu highlights
- A tasting event that demonstrated cooking techniques
- Short social videos that captured live grilling moments
- Influencer visits focused on authentic dining experiences
These elements created a steady flow of media and social content. A structured pr agency in Singapore ensures that each activity supports a unified message rather than isolated promotion.
Creating content that supports storytelling
Content development played a central role in shaping public perception. High-quality images showed the presentation of dishes and the restaurant environment. At the same time, written captions explained cooking traditions and ingredient choices.
Timing was also important. Social posts were scheduled around peak dining hours. Because of this timing, interested viewers could act immediately by making reservations. A skilled social media marketing company in Singapore uses behavioural insights to match content delivery with customer decision patterns.
Measuring campaign impact
The campaign produced results across media coverage, digital engagement, and customer response. Kott-Don 360 secured editorial features that increased credibility among readers. Social content generated consistent engagement and discussion, which extended awareness beyond the opening period.
Most importantly, the restaurant experienced an increase in reservations and walk-in traffic. While detailed figures remain internal, the improvement in visibility and customer activity was clear. These outcomes demonstrate how cooperation with a pr agency in Singapore and a social media marketing company in Singapore can directly support business performance.
Why boutique PR partnerships matter for restaurants
Restaurants benefit from communication partners who understand hospitality markets. Boutique PR teams offer closer collaboration and faster decision-making. They also maintain strong relationships with local media and understand dining trends.
Because of this specialisation, campaigns remain practical and goal-oriented. Instead of using general marketing language, experienced teams create tailored narratives that attract the correct audience. For restaurant founders, this connection between storytelling and business results is essential.
Key lessons for restaurant founders
The Kott-Don 360 campaign highlights several important lessons. First, restaurants must define a clear story before opening. Second, media coverage and social communication should operate together. Third, success should be measured by customer behaviour rather than online impressions alone.
These principles helped the restaurant establish a strong market presence. They also offer a useful framework for other brands entering competitive dining environments.
Conclusion
A successful restaurant launch requires careful planning and disciplined storytelling. The Kott-Don 360 campaign demonstrates how integrated media and social strategies can transform an opening into a strong market entry. By combining editorial credibility with focused digital communication, restaurants can convert public attention into customer visits.
Affluence PR shows that a structured and thoughtful approach helps restaurant brands reach the right audience and support steady long term growth.
Frequently Asked Questions
Why should restaurants work with a specialised PR agency instead of managing promotion internally?
Restaurant teams often focus on service and operations, so structured media outreach becomes difficult to maintain. A specialised agency understands how to prepare press materials, organise events, and communicate with journalists. This expertise increases the likelihood of meaningful editorial coverage. Agencies also apply experience from previous campaigns, which helps restaurants avoid common communication errors.
How does social media marketing improve restaurant launch results
Social media platforms allow restaurants to present their atmosphere and dishes in real time. When social content reinforces editorial coverage, customers receive consistent and trusted messages. Potential diners can quickly review images, videos, and feedback. As a result, the path from interest to reservation becomes shorter and more direct.
What outcomes should restaurants expect from a launch campaign?
Restaurants should expect a combination of media exposure, digital engagement, and increased reservations. Effective campaigns measure both awareness and customer action. Early activity builds attention, while continued communication supports loyalty and repeat visits. Clear reporting allows owners to evaluate performance accurately.
How are influencers selected for restaurant campaigns?
Influencers are evaluated according to audience relevance and engagement quality. Agencies study follower interaction, content consistency, and previous collaborations. Micro influencers often generate strong local engagement, while larger creators expand reach. The objective is to connect with viewers who are likely to become paying customers.
How long should a restaurant’s launch campaign continue?
A launch campaign typically begins several weeks before opening and continues for months afterwards. Early stages create anticipation and awareness. Later phases maintain interest and strengthen customer relationships. Continuous measurement allows teams to adjust strategy and sustain performance.
