Dog Haus Centennial Grand Opening Publicity Campaign
Dog Haus is a craft casual hot dog concept born in southern California in 2010. Franchisee Jason Bell opened Colorado’s first Dog Haus restaurant, also the franchise’s first restaurant opened outside of California, in the spring of 2015 in Centennial at east Arapahoe Road and Peoria. A fast casual concept for foodies, Dog Haus Centennial serves craft sausages that are all hand-made in-house. Open for lunch and dinner daily, guests can choose from signature Haus creations or customize their own from a selection of more than 40+ quality toppings.
- To create buzz and excitement around the Centennial store’s grand opening.
- To build relationships and connect Dog Haus with the community.
- To garner critical acclaim and endorsements from the press, social media users, and ultimately the public, in order to bring people into the restaurant.
We partnered with Social Road Map for a three month pre-launch restaurant public relations campaign to garner awareness for the Dog Haus Centennial grand opening. Efforts included creation of a press toolkit, community partner list, pre-opening press outreach, grand opening press outreach, grand opening event press management and press VIP party, post grand opening event media follow-up, and social media management for the duration of the pre-opening period.
As a result of our outreach efforts, nearly 24 million people were introduced to Dog Haus Cenntennial via 32 media placements and 19 social media posts from the press and influencers. Thousands more we introduced to Dog Haus Centennial via the Facebook page Social Road Map set-up for the restaurant. The pre-opening press coverage and social media efforts effectively created a community of raving fans who were in line waiting for the restaurant to open (despite bad weather conditions) the day of the grand opening and who created word-of-mouth awareness of the restaurant in the community.