"You don't do all this and work the crazy hours to say, 'Oh I've got one little restaurant.' You do it to expand and grow and see your vision get out there. I wanted to be like Andrew and go have restaurants in 20, 30 states," Maggiore said. "Some people wanted to be athletes when they were growing up. This was the most fun we've had in 10 years.'"įor Maggiore, who grew up in the restaurant industry learning from his father, the celebrated chef Tomaso Maggiore, who passed away in early 2021, seeing the concept grow is a childhood dream come true. "At the time, we had a DJ going in the corner and the action was vibrant, and at the end of the meal I asked them, 'How was it?' and they said, 'Amazing. When I asked what brought them in, they showed me their phone - they saw a picture of the over-the-top food, and she was going to order what she saw on her Instagram," Smith said. "I remember going in and sitting with my team and there was a couple in their mid-70s who said they'd never been there before. "The name is out there, it's not just in Arizona, so we want to saturate the market."ĭespite Hash Kitchen's focus on social media, and a Gen Z and millennial audience, the business has universal appeal, Smith said. "Obviously, what we're doing is working in Arizona - the social-media following is getting big - and Arizona is a melting pot for vacationers," Maggiore said. If anything, Smith said they'll push for the concept to make its food, drinks, and atmosphere even more over the top. For a lot of outlets, we have to show them the strong content the restaurant is producing, the content influencers have produced of the concept, and then they'll want to check it out themselves." "With BuzzFeed, we've been able to get multiple opportunities because we've built up trust with them and they see what Hash Kitchen can offer visually. "It often involves taking months to find the right contact at an outlet, then pitching a few different ideas before a story or video comes together," Erica Knight, Hash Kitchen's PR representative, said. Public relations has also played a role in Hash Kitchen's success - BuzzFeed helped make the Lucky Charms French Toast a best-selling menu item for months. "We thought it was already well designed and well positioned, the marketing is working, so we're just focused on expansion now." "When we got involved, unlike some other brands where we have to come in with a heavier marketing program or redesign before expansion, Hash Kitchen already had a lot of that firing on all cylinders," Smith said. The Savory Fund team expects to reach its expansion goals with minimal changes to the social-media-based marketing strategy the restaurant has already mastered. Hash Kitchen currently boasts around 29,000 followers on Instagram and has five locations in Arizona, with eight more locations in the works in the next year in Arizona as well as Texas, Las Vegas, and Utah, Smith said. In addition to conceptualizing Hash Kitchen, the second-generation chef is known for creating The Sicilian Butcher, The Sicilian Baker, and most recently, The Mexicano, under The Maggiore Group umbrella.
#HASH KITCHEN TV#
Maggiore - who founded Hash in 2015 with his wife, Cristina, and business partner, Flora Tersigni - starred in a reality TV show, " Family Style," that aired in 2010. They came back and said, 'You've got to meet this guy - he's out-of-control awesome.'" "We'd looked at probably over 100 concepts across the nation, but Hash Kitchen was introduced to us by a friend that lives in Scottsdale, so we had our team go and meet with Joey. "One of the segments we were really interested in was the breakfast and brunch category," Smith said. When Andrew Smith, managing partner and cofounder of the Savory Fund, met chef Joey Maggiore, the face of Hash Kitchen, while searching for a new investment, he told Insider it was a nearly instant match. Now, the restaurant is slated to expand to 25 new locations over the next four years with a $200 million investment from Mercato Partners' Savory Restaurant Fund. Its latest investor says it won't change much in terms of marketing, but it's looking to expand.Īrizona-based breakfast and brunch spot Hash Kitchen, known for its generously topped Bloody Marys and alcoholic cereal shooters, has garnered millions of views on social media.
#HASH KITCHEN DRIVER#
Instagram and TikTok, especially influencer campaigns, have been a key driver of its success.Hash Kitchen is a breakfast and brunch chain in Arizona that's made waves online.
0 kommentar(er)
