Launching Dishoom Birmingham using impactful PR
Learn how we increased social media following by 30% leading up to the launch of Birmingham Dishoom.
Challenge
To launch Dishoom, a beloved Indian restaurant brand, ahead of the opening of its first location in Birmingham.
With an established reputation in other UK cities, the challenge was to generate excitement and anticipation for the brand in a highly competitive food scene while connecting with Birmingham’s diverse demographic.
The goal was to ensure that the launch event and subsequent restaurant opening attracted wide attention, both from local media and potential diners.
Solution
We crafted an integrated PR and communications strategy to ensure a standout launch for Dishoom Birmingham. The strategy was built on a mix of media engagement, influencer marketing, and community involvement.
We kicked off the campaign by engaging Birmingham’s key media outlets, bloggers, and influencers. Invites were sent out for exclusive pre-launch tastings, giving local personalities a chance to experience the Dishoom menu and ambiance firsthand. By fostering strong media relationships, we were able to generate a steady stream of positive press coverage in the run-up to the launch.
In tandem with the media strategy, Leopard Co executed a targeted social media campaign. We teased glimpses of Dishoom’s unique interior design, menu offerings, and brand story, which resonated with Birmingham’s diverse demographic. The campaign also tapped into Dishoom’s cultural roots, emphasising its homage to Irani cafés and the rich storytelling behind the brand.
To further build excitement, we organised a well-attended launch event, featuring media, local influencers, and key community figures. This was supplemented by a soft launch event, offering the public discounted meals to experience Dishoom before the official opening, cementing strong early word-of-mouth buzz.
Impact
- 65 pieces of media coverage across regional and national outlets, driving significant awareness
- Full restaurant bookings within the first week of opening, following the successful press and social media campaigns
- Influencer-generated content that reached over 100,000 Birmingham-based followers within two weeks
- Strong social media engagement, with a 30% increase in followers leading up to the opening
Leopard Agency's strategic PR campaign ensured Dishoom's successful entrance into Birmingham’s vibrant food scene, making the restaurant a must-visit destination from day one.
Leopard Co played an essential role in making the launch of Dishoom Birmingham a massive success. From the start, they understood our brand and the unique story we wanted to tell as we entered this vibrant city. Their launch campaign created the perfect buzz ahead of our opening. The launch event was a huge hit, and the coverage we received was beyond our expectations. We couldn’t have asked for a better partner to help us connect with Birmingham’s food lovers!PR Manager at Dishoom