MAJOR FOOD GROUP
Major Food Group is widely regarded as one of the most innovative and creative companies in the world, as noted by GQ Magazine. The company proudly owns and operates a diverse array of renowned brands, including CARBONE, TORRISI, THE GRILL, THE POOL, THE LOBSTER CLUB, ZZ’S MEMBERS CLUB, SADELLE’S, CONTESSA, DIRTY FRENCH, DIRTY FRENCH STEAKHOUSE, and PARM, totaling over 50 unique properties around the globe. By continuously evolving the company’s digital infrastructure and integrating insights and messaging across its various brands, Major Food Group has achieved remarkable gains in performance and reach within the highly competitive food and hospitality industry.
JOSÉ ANDRÉS GROUP
Celebrity Chef José Andrés is renowned for his culinary skills and humanitarian efforts with World Central Kitchen, providing meals after disasters. His restaurant portfolio under Think Food Group also achieved success. Observing a disconnect between José and his culinary empire, I proposed rebranding the company to the José Andrés Group. This transformation connected José's acclaimed restaurants with his charitable work, aligning with his vision of "Changing The World Through The Power of Food." The master brand strategy created cohesiveness among subsidiaries, fostering a unified identity that resonates with clients and partners.
Jimmy at the james - New York and chicago
Jimmy is an iconic nightlife brand in New York. In addition to serving as an amenity of The James hotel guest, the primary audience extended beyond this. Targeting New York City’s young trendsetters and tastemakers, we stayed true to both Jimmy and James core values; becoming an intrinsic part of the local downtown scene. Thereby, the voice was distinct from James, appealing to and creating a dialog with this audience. Ultimately the success has been unprecedented, taking on a life of its own as a New York destination.
With the simple goal of effectively reinforcing and enhancing Jimmy's overall seasonal outdoor experience, creating lasting memories.
David burke - Chicago and New York
David Burke's Primehouse was the pinnacle of Steakhouse dining in Chicago, a successful outlet winning a multitude of accolades. As consumer tastes evolved, an offshoot was created - Prime Spot - to appeal to the increasing informal sensibilities of the local community; a casual mid-day dining outlet. We concepted a completely new dining experience; butcher paper replaced tablecloths. uniforms toned down with aprons, menus re-imagined with a whimsical sensibility, even business cards and coasters re-invented to communicate the ease and lightheartedness of the locale. Via this campaign, mid-day covers increased 22%, thereby positively impacting the outlet’s bottom line.
Positioned Jimmy as being at the forefront of Chicago's cocktail culture.
JMKT CAFE
geoffrey zakarian - the national
Geoffrey Zakarian
While launching The National with Denihan and Geoffrey Zakarian, Zakarian was at the height of his celebrity status, celebrated locally, nationally and internationally. Connecting the name of this new dining experience was a nod to his stature, in addition to the menu’s philosophy. From a brand development perspective, Celebrity Chef Geoffrey Zakarian was the draw, thus the Zakarian brand was brought to the forefront, celebrating his celebrity status as a culinary master (chef) and in turn personalizing the guest experience
Seasonal, promotionally driven CRM initiatives.
art smith - art and Soul restaurant
Washington DC Weddings
Weddings compliments of Celebrity Chef Art Smith
Affinia Chicago Weddings
Reinforcing the modern yet elegant experiences possible at the Chicago property.