KONO

Jun 8

CLIENT

KONO

OVERVIEW

KONO is chef Atsushi "ATS" Kono's namesake restaurant, located in Manhattan's Chinatown. The intimate chef's counter debuted in April 2022, bringing an immersive, kappo-style yakitori omakase to New York City. This dinner-and-show experience blends tradition with modernity, and offers guests a front row view at the14-seat, U-shaped counter. There, they watch chef ATS masterfully grill yakitori with precision and flair, transforming humble chicken parts and seasonal vegetables into masterful bites. Each dish on the $165 per person multi-course tasting menu is a testament to chef ATS's expert technique, artistry, and unwavering commitment to his craft.

GOAL

At the end of 2021, Bolster Media began working with the KONO team to position the restaurant as an eagerly anticipated restaurant opening in New York City. Our primary goal was to generate substantial local buzz to garner restaurant reviews and ultimately propel KONO into the national spotlight. Following the opening phase, our focus shifted to highlighting chef ATS's background as a b-boy/breakdancer, illustrating how his unique skill set influences his rhythm and technique at the grill. The client wanted to secure video opportunities that would profile chef ATS's persona and how it ties into the restaurant's offerings.

APPROACH

Bolster Media's strategy centered on targeted press outreach to secure impactful coverage across diverse media platforms.
Ahead of KONO's launch, our team conducted proactive outreach to generate pre-opening anticipation and establish a strong foundation of buzz/interest. This approach yielded extensive coverage from both local and national media outlets.
For the grand opening, we secured an exclusive feature with a prominent New York City-based food/dining publication, strategically targeting a writer known for their influence within the Japanese dining sphere.
Additionally, we diligently pursued the client's goal of being highlighted as The New York Times' "Off The Menu" Headliner, proactively engaging with the writer to secure this coveted placement for the launch.
We continued to engage other top tier writers, inviting them in to experience the restaurant and see chef ATS in action.
Our approach ultimately paved the way for reviews by The New York Times and The Infatuation, and inclusion in "Best" lists.
As the restaurant gained traction, Bolster focused efforts on securing video opportunities, capitalizing on the restaurant's visual appeal and chef ATS's distinctive breakdancing background.

RESULTS

GLOWING REVIEWS W/IN THREE MONTHS

Bolster Media yielded impressive results, solidifying the restaurant's position as a standout culinary destination in New York City. Within three months of opening, Kono received glowing reviews from influential critics, including a three-star rave review from Pete Wells of The New York Times and an 8/10 rating from The Infatuation.

VIDEO COVERAGE IN TOP PLACES

Bolster Media's strategic focus on visual storytelling resulted in video coverage in Men's Health "Weights & Plates," VICE Munchies' "How To," Eater's "Smoke Point", and Bon Appétit's "On The Line."

INCLUSION IN TOP LISTS

Kono was included in Bon Appétit's "Best New Restaurants" list for 2023 and ranked on The New York Times' "100 Best Restaurants" list two years in a row, further illustrating its enduring impact on the culinary scene.

LARGE PUBLICATION COVERAGE

KONO was also featured prominently in Grub Street's "The Year I Ate New York" column and other notable outlets like InsideHook, Centurion, Robb Report, and Bloomberg.

AWARD NOMINATION

Chef ATS also received his first nomination for a James Beard Award in the "Best Chef: New York State" category for 2024, serving as a testament to the success of the PR campaign in elevating both the restaurant and its culinary talent to national acclaim.

Impressions: 4.44M Estimated Views || 83.5K Engagements