Manchester-based brand communications agency Scoop has been appointed by Open Restaurant Group to lead communications strategy as it targets rapid growth, with the addition of three new restaurants to its portfolio.
The appointment will see Scoop deliver an integrated brand communications programme to support the group’s commercial growth, spanning regional, national and trade PR, launch strategy, influencer marketing and wider brand communications.
Led by acclaimed chef Andrew Sheridan and operators Sam and Emma Morgan, Open Restaurant Group currently operates eight independent restaurants, including its newly opened Arcadian site in Didsbury, each with its own distinct identity and concept. With the acquisition of Wreck Bistro in Liverpool and the upcoming launch of Counter in Manchester city centre, the group will reach ten sites by the end of the year, marking a significant next phase for the business.
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Scoop’s role will be to build the profile of Open Restaurant Group as it grows, positioning the business and its ambitious founders while supporting the commercial performance of its individual restaurants. The three new sites will form a key part of this, with launch strategy, targeted PR and influencer activity designed to build anticipation, drive bookings and footfall, to create momentum that continues beyond launch.
Alongside this, Scoop will work closely with the group’s wider marketing activity to grow its audience and database, while developing the broader story around the people, experience and ambition behind Open Restaurant Group to support its continued growth and future openings.
Tom Dellow, PR & comms lead at Scoop, said: “Sam, Andy and Emma are fantastic operators and it’s brilliant to be supporting them as they continue to grow across the North West. For us, there’s a real opportunity to build the profile of the group and the people behind it, while creating momentum around each new site.
“The three openings give us a great opportunity to bring that to life, building anticipation, driving bookings and footfall, and creating momentum that goes beyond the opening itself. The team has a great mix of experience, ambition and personality, and we want to bring that to life while building their profile as operators and telling the bigger story of Open Restaurant Group as it continues to grow.”
Sam Morgan, co-founder and CEO of Open Restaurant Group, added: “Reaching ten sites by year end is a significant milestone for us and we wanted to partner with a team that would take the time to understand what makes the group unique, get under the skin of each site’s identity and help us build momentum around every opening.
“While our focus is on the day-to-day operation and creating the best restaurants we can, Scoop gives us the support and expertise to build awareness and excitement around them. We’re already really enjoying working together, seeing strong results and looking forward to building even more momentum around the restaurants we have in the pipeline.”
The appointment follows a series of recent client wins for Scoop, including Yo-Chi UK and adds to an established hospitality portfolio that includes Albert’s Schloss, Rudy’s Pizza, Museum of Illusions, Bigger Boat Hospitality and 200 Degrees Coffee.
