crafting media moments for a legendary Michigan restaurant brand
Olga’s Kitchen is an iconic Mediterranean-inspired Michigan restaurant brand, owned and operated by TEAM Schostak Family Restaurants.
With a rich history of more than 50 years, Olga’s is known for its signature, grilled-to-order secret recipe Olga Bread served at 25 family dining and fast-casual restaurants. Building on the legacy of its pioneering founder, Olga Loizon, the brand continues to serve fans with the classics as it evolves with new menu items and restaurant concepts.
Identity serves Olga’s Kitchen with a notable media and influencer relations program. We successfully crafted meaningful storytelling moments in 2020 and 2021 to drive interest, engagement and traffic to Olga’s Kitchen through a difficult period for restaurants due to the impacts of the pandemic.
Our activity focused on promotion of all ordering methods—dine in, online, carry-out and delivery—while honoring the 50-plus year legacy of Olga’s to increase sales and brand equity.
strategy for success
Identity deployed the following strategies and tactics in order to help Olga's Kitchen achieve success:
Identity provided counsel and secured earned media using three primary storylines—community giving and engagement through programs like Olga’s Feed A Hero, new menu and concept innovations by a beloved brand, and a return to the comfort and craveable nature of Olga’s menu items during holidays like World Bread Day, International Women’s Day and more. Media placements were secured with hyperlocal outlets, as well as statewide consumer and business publications, radio and TV.
We identified, recommended and facilitated partnerships with influencers across the state to increase awareness of new menu items and promotions, drive traffic to new restaurant locations and inspire giveaway entries. Identity led every step of the influencer partnership process, which included providing content direction and messaging, coordinating restaurant visits and gift card giveaways, reviewing content and providing feedback, and gathering content metrics.