With the recession in full swing, affordable dining became all the rage in San Francisco and across America. When San Francisco “Rising Star” Chef Ian Begg and notable General Manager and business partner, Ryan Maxey decided to open a sandwich spot in North Beach, even with an affordable concept, business was slow. Begg and Maxey hired Provocateur Media to spread the word of their gourmet sandwich shop and position it as a precursor to their future, larger restaurant concept to open in 2011. Pro Media decided the best approach for this public relations campaign was to target the local and regional food editors and trendsetters, and to generate local awareness of this sandwich shop with “Rising Star” talent. As a result, and within 3 months, Pro Media managed to secure a number of key reviews from food and lifestyle publications including the San Francisco Examiner, FoodGal.com, TastingTable, tablehopper, the San Francisco Chronicle, as well as lifestyle, high-end glossy C magazine as one of the new “hot spots” in the Bay. Currently Begg and Maxey’s “Naked Lunch” is serving approximately 80-100 covers per day and are moving towards opening their next full-scale restaurant venture sometime in early 2011.