Aktar Islam with Richard McComb

TV chef’s grand solo restaurant launch

Atkar Islam appointed Liquid to launch his first solo restaurant to local, regional and national media. The vision for Opheem, in Birmingham, was fiercely individual, championing high-end, refined Indian cuisine, and the PR approach had to match the chef’s soaring ambition.

The brief

The award-winning client had enjoyed a successful business partnership and a strong reputation for his cooking. The challenge was to define and promote Aktar's own distinct offer and establish his commercial presence in a hugely competitive market.

What we did

Liquid organised two “soft” launch events before Opheem's official opening, bringing 56 journalists and decision-makers to the restaurant for an exclusive dining experience. We provided social media support, engaged with consumer and trade press, and ensured media queries were answered. As well as launch collateral (press release and stylish food imagery), we provided subsequent support to promote a new lunch menu and liaised with restaurant guides.

The result

We secured 36 pieces of regional and national coverage for Opheem’s launch, including articles in The Caterer and Olive magazines and Birmingham Live. The traditional media reach was 1.8 million.
The ultimate vindication for our approach? The client asked us to manage the launch of his next restaurant.

“For my first solo restaurant venture, it was essential to get the correct tone and messaging and Liquid delivered time and again. They understand the food business inside out.”
Aktar Islam, Opheem