Case Studies Restaurants | af&co San Francisco Los Angeles

RESTAURANTS & CHEFS

Explore Our Work

af&co. has helped launch countless restaurants, hotels and CPG clients over our agency’s lifetime, and we thrive in telling the stories of our hospitality clients, from a new concept to a legacy business wanting to stay relevant. Whether it’s planning a culinary event, coordinating a wine release, or spreading the word on the newest dining destination, we leverage a solid combination of left-brain and right-brain thinking. For each project, we bring a creative edge to the table while keeping an eye on results. Take a look at some of our work to get to know our approach and impact.

RAMEN NAGI

Founded in 2004 by Chef Satoshi Ikuta, Ramen Nagi, a long-standing af&co. client, has gained popularity all over Asia with over 35 locations and was looking to build a United States presence starting in 2018. af&co. helped Ramen Nagi open all of its statewide locations in Palo Alto, Santa Clara, Los Angeles, and San Diego within the last six years and worked with the experienced team to tell the story of the authentic ramen shop and the famed master ramen chef behind the bowls.

For each opening, af&co. executes a comprehensive marketing, events and public relations strategy to help amplify the message that the acclaimed ramen brand has arrived at each geographic location. With the help of strategic partnerships, including the chamber of commerce, city officials and nonprofit beneficiary partners, we work holistically to ensure that every communication channel is addressed.

GOTT’S ROADSIDE

Gott’s Roadside was founded in 1999 in Saint Helena by brothers Joel and Duncan Gott. Eighteen years later, Gott’s has expanded from its original Saint Helena location to include others in Napa’s Oxbow Market, San Francisco’s Ferry Building Marketplace, Palo Alto’s Town & Country Village. Celebrating its 25th year in business, Gott’s Roadside has expanded to eight locations with endless possibilities ahead. Gott’s brings a modern approach to American roadside classics, utilizing locally sourced ingredients. Beyond just burgers, Gott’s offers a craveable menu with options ranging from sandwiches, salads, and tacos to fries, organic shakes, and more.

EOS & NYX

M.O. Hospitality’s latest endeavor, EOS & NYX, is a California-Mediterranean restaurant concept located in a former Downtown San Jose movie theater. EOS & NYX partnered with af&co. to reignite energy in the neighborhood. By collaborating with several well-known influencers in the San Jose and Greater Bay Area region, we coordinated a robust opening campaign to drive viral content, generate buzz. and build excitement ahead of the grand opening.

af&co. secured 10 hyperlocal food, travel, and lifestyle influencers to attend the restaurant’s influencer preview. Together, their content reached 756,800 accounts, delivered 1.3 million impressions, and achieved a strong engagement rate of 3.56%. The campaign’s success also sparked significant inbound interest from other creators, including influencers with more than 1 million followers, eager to feature EOS & NYX.

FITOOR SANTA MONICA

Fitoor Santa Monica, an eclectic, lively Indian Grill & Lounge imagined by AVB Hospitality, the acclaimed Bay Area visionaries behind Michelin-recognized ROOH Progressive Indian, was preparing to launch its first-ever expansion into Southern California. In addition to spreading awareness of the new dining destination, Fitoor wanted to position itself as an approachable, contemporary Indian dining concept for West Side and Los Angeles communities. af&co. has partnered with AVB Hospitality on seven of their restaurants, and we were ready to dive into their Southern California expansion.

af&co. partnered with Fitoor Santa Monica to bolster the concept as Santa Monica’s premiere Indian dining destination. Highlighting its fire grilled menu, unique element-inspired beverage program, and sultry, sensory-rich atmosphere created by Manu Studios, af&co. crafted the launch strategy and opening preview. Across these initiatives, we secured media visits and media interviews, producing coverage in notable outlets including Eater LA, The Infatuation, Santa Monica Daily Press, LA Daily News, Santa Monica Mirror, and more. In addition, af&co. seeded numerous influential foodie content creators from the LA area to generate buzz and awareness surrounding the opening.

HI NEIGHBOR HOSPITALITY GROUP

To support the opening of The Vault Garden in June of 2020, Hi Neighbor Hospitality Group brought af&co to the table to launch the restaurant just as outdoor dining was permitted again in San Francisco. After a year of continued marketing and media relations work for The Vault Garden, the restaurant group expanded our scope to cover all of their concepts, including the opening of The Vault Steakhouse, The Madrigal, and the reopening of Trestle, plus continued coverage for MAMA in Oakland, as well as The Vault Garden.

Case Studies

Restaurants & Chefs