Introducing a World-Renowned Dining Concept to the Metro Detroit Market

Identity generates impressive buzz and attendance around Fogo de Chão’s first Michigan restaurant and grand opening through media relations and event activation

Our Approach

Internationally recognized Brazilian steakhouse Fogo de Chão entrusted Identity to support marketing the company’s first-to-market Michigan location in Troy by driving visibility of the brand to the Southeast Michigan market. This included promoting and managing the restaurant’s media VIP night and grand opening event by driving targeted influencers and local community residents into the restaurant to experience the unique dining culture.

Identity leveraged local media relationships to secure targeted visibility leading up to the media VIP night and grand opening night to the public. This resulted in feature stories secured in The Detroit News and Crain’s Detroit Business, and two highly visual cooking segments with local TV affiliates WXYZ and WJBK.

Developing and utilizing a strategic communications plan, Identity curated a list of media, blogger, social and professional movers and shakers throughout Metro Detroit to invite to the restaurant’s media VIP night. Nearly 200 guests attended the party, including 12 social media influencers, three media personalities and more than 10 local Troy dignitaries, including the President of the Troy Chamber of Commerce.

Following a successful media VIP night, Identity secured a partnership with Yelp Detroit to organize an exclusive evening with its influential Yelp Elite members. With the largest Yelp Elite waitlist in Yelp Detroit history, Fogo de Chão hosted an intimate special dining experience for 30 members in one of its private dining areas, resulting in 50 Instagram posts and more than 30 Instagram stories.

Finally, to celebrate the restaurant’s official grand opening to the public, Identity organized a charity partnership with Gleaners Community Food Bank of Southeastern Michigan to partake in a “Backpack Through Brazil” fundraiser. Twenty-five percent of each bill from the first week of grand opening was donated back to Gleaners, resulting in more than $8,370 being raised to provide more than 24,000 meals to those in need throughout the region.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media relations strategy
    • Local media coverage
    • Media influencer introduction and relationship creation
    • Press conferences and media events


  • 200VIPs attended
  • 2,690Social media engagements
  • 8MViewers