Sajang BBQ
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The Challenge
Promote a brand-new Korean barbecue: Sajang BBQ restaurant. Sajang BBQ's main segment ranging from middle to upper-middle class providing luxurious space and great service.
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The Solution
We're providing an A-Z marketing solution for Sajang BBQ, from running brand recognition to marketing campaign.
With the abundant resources of Chef John Burton-Race’s name as a Michelin chef and his personal affection for Vietnamese cuisines, CHEN capitalizes on the image of traditional Vietnam culinary to organize a large-scale event with our partners. Associating with Michelin’s preconception of being a luxury, high-end service, CHEN’s Michelin Events have conveyed the extravagant theme, without alienating our based customers.
With the abundant resources of Chef John Burton-Race’s name as a Michelin chef and his personal affection for Vietnamese cuisines, CHEN capitalizes on the image of traditional Vietnam culinary to organize a large-scale event with our partners. Associating with Michelin’s preconception of being a luxury, high-end service, CHEN’s Michelin Events have conveyed the extravagant theme, without alienating our based customers.
Chef Burton-Race has previously worked with President Cruise’s team to create a Michelin starred menu, which is the perfect highlight for CHEN’s event. Hosting an all-out Michelin dinner, with a selective list of guests, this strategy ultimately paid off with a rise of interests in Chef John’s culinary skills and exceptional products.
Following up the incredibly successful President Cruise’s Michelin Event, CHEN had to go even bolder. Collaborating with VietDeli – a Vietnamese restaurant chain, CHEN continued to host several Michelin events across multiple locations.
HOME Mộc restaurant, famous for its traditional Vietnam cuisines, was CHEN’s first point of interest. With a boutique backdrop of a restored French Villa well complemented by excellent dining services, Michelin Event continues its trajectory forward.