Martin Yan’s Vision
Celebrity Chef Martin Yan transported the sights, tastes and discoveries of modern day Chinese food to America and, with his all-star crew, created M.Y. China—a fun and approachable restaurant serving authentic Chinese cuisine at the Westfield San Francisco Centre, a shopping mall in the heart of San Francisco’s downtown commercial district. The restaurant was the anchor for Westfield’s “Restaurant Collection Under the Dome,” and our challenge was to build buzz for the restaurant as a “foodie destination” despite its location in a tourist heavy commercial district. AF&Co. managed the opening of the restaurant, from the production of opening and preview events to securing local, regional and national media. AF&Co. also created and managed the social media and e-marketing efforts, growing a significant following across the board. Our approach was broad and aggressive and included street tagging, a social media contest to “Spot Martin,” promotion of Asian New Year festivities, noodle pulling demos all over town, a Lucky Peach cover story and even an incredible event with the James Beard Foundation.
Scott Rodrick, The Rodrick Group on AF&Co.: “The most valuable aspect of engaging AF&CO. on our restaurant brand communication is their deep understanding of the retail marketplace and the relevance of various story lines enticing to media outlets.”