True Food Kitchen – Market Entry, Raleigh, North Carolina (North Hills
he Opportunity:
In the fall of 2024, True Food Kitchen turned to McKeeman Communications for support in developing its market entry strategy and grand opening execution of its first North Carolina location. With a mission to introduce its science-driven, fresh dining concept to a new audience, True Food Kitchen aimed to establish brand awareness, educate the local community, and lay the foundation for long-term success.
Our Approach:
With a growing number of restaurants entering the Triangle’s popular North Hills destination, True Food Kitchen needed to stand out among the crowd for its fresh, health-driven dining. McKeeman Communications developed a strategic media and influencer relations plan focused on building brand awareness, engaging younger audiences, and delivering an outstanding guest experience.
- Attract New Guests – We secured high-impact media coverage and partnered with local influencers to generate buzz. Our storytelling highlighted the restaurant’s unique commitment to fresh, science-backed dining, attracting both food enthusiasts and the broader community.
- Engage Younger Audiences– We leveraged digital-first strategies, including influencer collaborations, exclusive preview events, and interactive social media activations. These efforts helped establish a strong local following before the doors even opened.
- Deliver an Outstanding Guest Experience – First impressions matter. To ensure seamless execution of the grand opening, we hosted a VIP launch event that immersed guests in the brand’s mission, ensuring every interaction was memorable. Our team provided on-site support to manage guest engagement, influencer relations, and real-time media opportunities. Post-launch, we sustained momentum through follow-up media outreach and extended influencer partnerships, reinforcing the brand’s presence and continuing the conversation.
The Results:
- Garnered 16 local media mentions including two broadcast opportunities highlighting True Food Kitchen’s unique menu
- Reached an estimated audience exceeding 10M
- Three mentions were further amplified through social media
- Executed a two-day VIP event including invitations and RSVP management, resulting in 72% attendance
- Event attendance resulted in three Instagram posts and 11 Stories across five Instagram influencers’ profiles
- Supported with four extended influencer partnerships to enhance brand awareness and drive traffic
By aligning our approach with True Food Kitchen’s long-term vision, we didn’t just generate opening-week buzz—we helped lay the groundwork for sustained loyalty and growth in the Raleigh market.
“[They] made this experience awesome for us. Positive attitudes, super supportive, we really loved working with [them].”
Related Case Studies
We’re immensely proud of the work we do and the client partners who entrust us with their brands. In Kim’s words, “we get to choose who we work with.” That means when we work with our selected clients, we believe in their purpose and the story they have to tell and that passion is reflected in the quality of our work.
A Marketing Agency Committed to Building and Protecting Your Brand
At McKeeman, we treat your business like our own. Do you need your brand to stand out positively in a crowded market? Do you need help establishing clear communication processes for crisis and reputation management issues? Do you need expertise and support with landing media coverage that moves the needle?
Whether we're helping business owners identify and communicate what makes them different or determining a better way to connect with your customers (Facebook, Instagram, TikTok, oh my!), our team at McKeeman is here for you. For us, your business is a partnership, and we’re honored when clients put their trust in us.
At the end of the day, we’re storytellers. Tell us your story and let us show you how we can help.
Social Media
Which platforms are my customers on? What do I do with these comments? Why does no one like my page? Why are my followers not reacting to my posts? There’s Facebook, LinkedIn, Instagram, Twitter, TikTok – oh my! Where do you even start? We’d like to partner with you to ease your social woes and allow you to get back to what you do best – running your business.
Media Relations
How do I tell my story? What do I do to get the media to notice? What if they want to do an interview - what do I say? We partner with our clients to help them find the right platform, reach the right audience and tell their story in an effective way. And remember… just because you don’t have an announcement or event doesn’t mean you don’t have something valuable to say or an important story to tell.
Crisis & Issues Management
Worried an employee’s mistake could ruin your company’s reputation? Have a Facebook complaint you’re concerned could go viral and ignite a media firestorm? What do you do? Let’s face it, tackling a crisis situation is not only daunting, it can be downright scary. We say – have a plan.
Event Management
How do I make a splash with my grand opening? What does success look like? Who handles catering, setup, cleanup? We’re a team of type A personalities, so let us take your event (and all its little details) to the next level. From soup to nuts, we can manage, market, and even handle clean up. All you need to do is look your best.
Brand Development & Creative Services
What is my company’s brand? What’s our message? Is our look working and does it attract customers? Whether starting from scratch or needing a modern update, we can work with you to help tell your visual story through logo design, marketing collateral, website development and video.
Influencer Marketing
Why is influencer marketing relevant for my brand? Which influencers are the right fit? How can I maximize my investment? Do more followers mean more ROI? Influencer marketing is one of the most popular and effective forms of digital advertising –and an important part of any brand’s marketing mix. It’s a best bet for connecting with customers via channels they already know and trust. We tailor each campaign to meet our client’s business goals with a relevant, specialized audience at a much lower investment than traditional advertising.
A FEW OF OUR FAVORITE CLIENTS
(We'll let you in on a little secret - all of our clients are our favorite!)
