26 December 2013
Rose Helps Shake Shack Spread Burgerism in Russia
Moscow, Russia – 26 December 2013 – Rose, a top Russian marketing and public relations agency, provided public relations and integrated marketing support to launch Shake Shack, the beloved New York restaurant, in Moscow.
A modern interpretation of the classic American roadside burger stand, Shake Shack began as a hot-dog cart in Manhattan’s Madison Square Park in the summer of 2001 and has since become a national phenomena. Shake Shack has recently begun expanding internationally.
The Rose-coordinated campaign included an extensive media relations program to build awareness and interest in Shake Shack, culminated by an opening event attended by more than 80 journalists from leading lifestyle, specialized and general interest media. The overall effort generated more than 100 publicity items, including TV and radio coverage, articles in print and on-line media – including feature stories in The Village, Afisha Eda and Moscow Times.
Shake Shack is an integral part of Danny Meyer’s Union Square Hospitality Group, which over the past 27 years has created and operated many celebrated fine dining restaurants: Union Square Cafe, Gramercy Tavern, Blue Smoke, Jazz Standard, The Modern, Cafe 2 and Terrace 5 (located at the Museum of Modern Art), Maialino, Untitled at the Whitney and North End Grill, which has earned the group numerous media accolades and an unprecedented 25 Beard Awards – often called “the Oscars of food”.
“The competition in the restaurant sector in Russia is growing fierce. Our goal was to uniquely position Shake Shack in its own category of “fine casual” – the high quality of a fine dining restaurant married with a casual ambience and value for money,” said Galina Savina, Rose General Director. “It was vital that this launch be successful to set the stage for the brand’s further expansion.”
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