Opening night as a moment, not a marketing event.
Maison Brûlée had a lease, a chef, and six weeks. What they didn't have was a story, a press list, or a reason for anyone outside the co-founders' immediate circle to book a table. The F&B category is a graveyard of well-built restaurants that opened to empty dining rooms because no one outside the kitchen knew the doors were unlocked. Théo came to us asking for a launch plan. What he needed was a six-week runway that ended with a full reservation book.
We built the launch in three acts. Act one was narrative — five weeks out, we published a founders' letter that framed the restaurant as a neighborhood commitment, not a trend play, and planted it in three local publications whose readership overlapped with the target reservation demographic. Act two was sensory — three weeks of content shot inside the kitchen during menu development, with a restraint that made the feed feel like a private preview instead of a marketing campaign. Act three was access — a tiered soft-opening schedule that moved from chef's table friends to local press to neighborhood waitlist, building social proof at each step before the public reservation book opened.
Opening week was fully booked before the public reservation link went live. Eighty-seven press features landed across food, lifestyle, and local publications — including a Resy feature that drove a single-day spike of two thousand reservation requests. By the end of month three, the restaurant was running a two-week waitlist on weekends and had converted 43% of opening-week diners into repeat guests.
Every deliverable was polished, every deadline hit. They're the team you want in your corner when the stakes are high and the launch date is real.