Shigeru Kawahara, Japan’s acclaimed Ramen King
and CEO of Ippudo, grew his phenomenally
successful ramen emporium from a single-counter
shop to 34 restaurants across Japan. The decision
to open Ippudo’s first overseas ramen brasserie in
New York presented the Ramen King with a new
challenge: making a splash big enough to command
attention on New York’s overcrowded food scene.
DCI’s recipe was to focus media attention on the
tastes and textures of Ippudo’s famous pork-based
tonkotsu ramen, whetting their appetite with
detailed descriptions of the restaurant’s signature
dishes and freshly made noodles. To further
distinguish Ippudo from other ramen shops in
New York, DCI educated the media about the
brasserie’s history, rustic Japanese charm and
unique, upscale design features like tatami mats
and walls lined in kimono fabric.
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REAL RESULTS
DCI turned out top national and regional food and
lifestyle media, critics and bloggers for Ippudo
NY’s debut. Coverage was instantaneous and
included features in THE NEW YORK TIMES,
TIME OUT NEW YORK, NEW YORK POST,
NEW YORK DAILY NEWS, BLOOMBERG NEWS,
URBAN DADDY, ZAGAT BUZZ, GOTHAMIST, THRILLIST
and many more. The press crowned Ippudo “the purest
expression of tonkotsuism” (The New York Times)
and a “glammed-up ramen temple” (Thrillist).
For those in a rush, Ippudo now recommends lunch –
the dinner wait is over an hour. |
T: 212 660 6785 