Although Abuelo’s is known across 13 states for its made-from-scratch cuisine, its 39th location was brand new to the Houston market. Abuelo’s had two weeks to convince the locals it was not just another run-of-the-mill Mexican restaurant.
How we got there
SSPR was brought on board to raise awareness for the new Abuelo’s opening in Katy, Texas. The restaurant needed to drive attendance to two big events: a private, pre-opening gala and the main customer event on Grand Opening day.
First things first, make the people hungry! The SSPR team crafted messaging to focus on Abuelo’s from-scratch cuisine that incorporates the flavors of Mexico with local taste. An integrated media relations and social media campaign leveraged this messaging through Facebook and Instagram management, social influencer outreach, restaurant trade media outreach and local media outreach to print, TV and radio stations. Key media influencers were treated to a personalized Abuelo’s experience and offered an exclusive menu sampling at the pre-opening event. Additionally, a special offer found only on Abuelo’s social media channels drove customers to the store on the big day.
In two short weeks, Abuelo’s Facebook fans increased by over 600% and total engagements increased by over 1,000%. Two days before the Grand Opening, Abuelo’s received 27 five-star reviews from local food bloggers and reporters who were invited to the pre-opening gala.
Opening day media outreach resulted in coverage from seven local Houston-area publications, including the primary Houston business paper and the two main outlets in Katy. Leading food bloggers in the region have now developed an ongoing relationship with their local Abuelo’s, interacting with the restaurant on their social pages and sharing their dining experiences with the public.