DIG.

Successful Market Entry Campaign 

Summary

Maroon PR (MPR) was hired by DIG, a premium fast-casual restaurant chain to drive awareness for the brand’s new location in Bethesda – the brand’s very first in Maryland. Over the course of the two-month project, MPR focused efforts for the opening on securing media coverage among key local outlets and conducting outreach for an exclusive preview event for local and regional influencers … all while cultivating a valuable relationships for DIG along the way.

Strategy

With a loyal fan base across its more than 30 locations in the Northeast, DIG is now expanding into the DMV to share its signature scratch-made seasonal comfort food dishes with even more consumers on the East Coast. Upon opening its first DMV location in Georgetown in 2023, DIG began planning for its next location on Bethesda Row, which successfully opened in February 2024.

To increase awareness of the brand among DMV locals and drive traffic to the Grand Opening event, MPR developed a comprehensive earned and paid media plan, tapping into new and existing relationships in the D.C. and Montgomery County markets to secure media coverage leading up to and following the grand opening. In the weeks prior to the opening, MPR coordinated earned and paid media interviews with key outlets including the Washington Business Journal, Montgomery Community Media, MoCo360, WUSA-TV, WJLA-TV, and others to inform the community about DIG, its mission, and its menu. In addition, MPR assembled a robust list of DMV-based foodie, lifestyle, and health and wellness influencers to invite for an exclusive first look at DIG’s new location.

In keeping with DIG’s commitment to partnering with local nonprofits for restaurant grand openings and beyond, Maroon PR was tasked with providing recommendations for nonprofits that align with DIG’s mission and culture. From there, MPR identified and connected with DIG’s soon-to-be nonprofit partner, Manna Food Center. 

Lastly, MPR tapped into a long-standing relationship with the Restaurant Association of Maryland (RAM) to introduce DIG to this invaluable partner and resource in the Maryland restaurant industry.

Results

– Secured a total of 25 media hits for the opening with a combined reach of 13,838,451 (includes Unique Monthly Visitor and broadcast viewership totals).

– Coordinated logistics for two successful sponsored TV segments in the DC market – WUSA-TV and WJLA-TV.

– Secured 20 influencers to attend the exclusive pre-opening influencer event.

– 32+ influencer posts/Instagram stories secured, reaching a combined following of 125K+.

– Total of $4,743 from Bethesda Grand Opening was donated to Manna Food Center in Montgomery County.

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Maroon PR, Inc., Public Relations Counselor, Columbia, MD

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