OBJECTIVE: The Dana Agency was tapped to launch Orno, one of Alpareno Restaurant Group’s signature concepts helmed by James Beard nominee Chef Niven Patel, Food & Wine’s “Best New Chef of 2020.” The goal was to position Orno as a modern neighborhood restaurant with an open and interactive kitchen concept that paired wood-fired dishes with refined, handcrafted cocktails inspired by literary classics.
APPROACH: The Dana Agency worked with Chef Patel and his team to craft the launch strategy, including the opening press release and exclusive interviews with local outlets such as the Miami New Times and Miami Herald. We invited media and influencers into the restaurant to experience the restaurant first-hand and invited local TV stations to interview the chef, which resulted in broadcast segments on CBS4, Telemundo and NBC6.
RESULTS: Locally, the story was shared at a broad level, with coverage in Eater Miami, Thrillist, Aventura Magazine, Ocean Drive, TimeOut Miami, Coral Gables Magazine, Lifestyle publications, Miami Living and more. We also worked with national media to expose Chef Patel and Orno’s launch to a broader audience, sharing the details of the chef’s dedication to fresh ingredients and his backyard farm, Rancho Patel. National coverage included placements in The New York Times, Wall Street Journal, DuJour, Food & Wine and more.
