BIBIBOP Asian Grill is a fast-casual restaurant focused on promoting “WELLB•ING” through healthy, delicious food. Offering a fresh spin on the traditional Korean dish bibimbap, meaning “mixed rice,” each customer is invited to build his or her perfect BIBIBOP from a unique mix of rice, fresh vegetables, Asian-inspired sauces and quality proteins.
How a local restaurant chain capitalized on a media moment for a national launch that happened (almost) overnight.
On the heels of the announcement that Chipotle was closing its ShopHouse Southeast Kitchen chain in spring 2017, the founders of Columbus-based fast-casual chain BIBIBOP announced plans to convert all ShopHouse restaurants to BIBIBOP locations as part of its national expansion plans.
Knowing there were already rumors surfacing about the announcement, BIBIBOP enlisted the help of Approach Marketing to design and implement a national media relations campaign. The goal focused on securing coverage for BIBIBOP to announce the ShopHouse purchase and share the BIBIBOP brand story to national, trade and local media outlets.
With existing national interest in the Chipotle ShopHouse closure, our team knew this was a media moment that had to be leveraged in a strategic way. We started by auditing previous media coverage of ShopHouse closures and developing messaging and media materials about the BIBIBOP conversions. From there, our team of media relations experts pitched the story to national business media, trade media, and central Ohio outlets.
The news about BIBIBOP’s purchase of ShopHouse and national expansion was covered extensively in top targeted outlets spanning, business, trade and central Ohio media, with positive stories featuring the unique concept, the company’s growth and interviews with founder Charley Shin. Top media coverage includes Forbes, Nation’s Restaurant News, QSR Magazine, the Chicago Tribune, The Columbus Dispatch and Columbus Business First. A total of 31 earned media placements were secured in one week’s time, resulting in nearly 200 million media impressions (print, broadcast, online).
PRESS KIT DESIGN
Media coverage highlights
“Why Bibibop Asian Grill is One to Watch”—QSR Magazine
“Fast-growing Columbus restaurant chain named one of the country's 'Hot Concepts'”—Columbus Business First