Twenty Eight

THE BRIEF

twenty eight is Chester’s unique growing-led restaurant, which has brought hyper-seasonal farm-to-table dining to the city centre. With an emphasis on sustainability and an ever-evolving menu of British tapas-style dishes, the venue is a welcome addition to the North West’s burgeoning food scene.

Led by Head Chef, Jay Tanner, twenty eight is the sister restaurant (and neighbour) to the Michelin Guide recommended Chef’s Table. Both venues have a brilliant partnership with the Daresbury farm, Growing @ Field 28, who supply both restaurants with fresh produce on weekly basis to make use of the seasonal yield.

Following twenty eight’s launch in September 2023, LUYA were brought on board at the beginning of 2024 to oversee PR and social media management to help spread the word about this new, exciting concept.

The main goal was to introduce a wider, younger demographic to the restaurant and increase bookings, as well as create widespread exposure to cement its place as a go-to restaurant in the UK. So, we put our expertise straight to work…

THE RESULTS

Using our solid relationships with key press and publications across the UK’s hospitality industry, in just the first 3-months, we secured several national reviews and awards for twenty eight. This includes a review in The Times by acclaimed critic, Giles Coren, as well as a visit from Condé Nast Traveller, who announced the restaurant as ‘Readers’ Favourite’ at their brand-new awards series, the ‘UK’s Top New Restaurants’.

To further raise twenty eight’s profile on a regional and national scale, we also focused on profiling Head Chef, Jay. This meant Q&As in the likes of The Caterer, double-page spreads in Cheshire Life, expert commentary in The Guardian and live cooking demos at the Taste Cheshire Food & Drink Festival.

On the social front, we worked to create an engaging and authentic TOV that compliments the produce-led concept behind the restaurant. This means creating a mixture of on-the-ground posts and weekly dish updates, event announcements, imagery from Field 28, implementing monthly story campaigns and introducing brand-new Instagram highlights. To date, we have seen overall reach increase by 187% on Facebook and engagement has risen considerably by 38% on Instagram.

In addition, we’ve carried out a campaign with local influencers to sample the Sunday brunch menu which has seen a total of over 980K reach so far. We also organised an official launch event with all of Chester’s go-to press contacts and have a national press trip in the works to secure wide-ranging coverage. This will include key titles such as The Independent, Olive Magazine and Sainsbury’s Magazine.