Battle Royale

The Mina Group

World-famous chef Michael Mina tapped Theory SF to brand and launch his new Waikiki concept restaurant called The Street Social House. Located in a large, open space with DJ’s spinning records, the restaurant’s ten stations let guests experience the world’s best food­ truck cuisine, prepared by an all-star team of chefs. To attract both locals and travelers, we created a launch campaign called “Food Fight.” The campaign pitted chef against chef in a weekly competition to see whose food came out on top.

How did we make this happen? We turned the chefs into video game characters! We gave each chef their own unique moves/techniques and proprietary dishes. Next, we flooded social media with “Food Fight” imagery, trash-talking chef videos, and fun promotions. The campaign drove awareness, as well as social sharing. The result was a line of customers out the door every evening, all excited to sample the food and support their favorite chefs.