July 3, 2024

Noodle Lane is a Chinese Sichuan restaurant that started serving New Yorkers 12 years ago at Smorgasburg. When the time came to open their first brick-and-mortar location, they activated The Seidel Agency to help them build a brand, drive online and offline traffic, and build their visibility.

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THE CHALLENGE

NOODLE LANE NEEDED CUSTOMERS

Noodle Lane was started by Lane Li in Brooklyn, NY. Lane approached The Seidel Agency with a desire to help Noodle Lane become a primetime destination for Chinese and Asian-Fusion lovers both in Park Slope and the surrounding boroughs. She also wanted Noodle Lane to enter the local culinary conversations with established critics and Chinese food lovers everywhere.

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THE ACTIVATION

MOVING FROM TAKEOUT BOXES TO DINE-IN CAMPAIGNS

Targeting the right platforms with the right messaging: We started by identifying their passionate following from Google Reviews, online orders, as well as Smorgaburg’s past events. Next, we activated key tastemakers SecretNYC, local NYC sensation Tony B, and other food critics on Instagram to help spread the word resulting in the title “The Best Chinese in Brooklyn”, and the fact that the food was Michelin-worthy.
Creating a first-in-class experience: We created an unforgettable experience, between the tasting platter, the flavorful food, and the custom dining experience, which ended up being perfect for a photo-dumpling. In tandem with the VIP activation, we secured coverage on New York’s premier publications and booking sites.
Tapping into trends when the timing is right: We timed our store opening to align with key local and tentpole events, such as our Fox5 news feature just before the Chinese New Year. In addition, we didn’t hold back on Soup Season with our dumpling-tasting platter highlights on Eater, Brett Thorn’s Podcast (NRN), and Brooklyn Magazine.

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THE IMPACT

NO MORE NOODLING AROUND!

Growth: Scaled from 5-10 stores and consistently grew ROI with each location, working with local communities and media to build awareness and loyalty.
Awareness: Featured multiple times as a leading business by top national trade outlets such as Fox 5, StupidDope, New York Magazine, Grub Street, and more.
Visibility: Secured organic keynote speaker presentations at major industry events.

Testimonials

With your superstar PR work, we've been able to scale our Clutch Coffee franchise up to 10 stores, and have also been featured on every major local network ABC, NBC, CBS and WB. The Seidel Agency PR team also hit the hat trick with QSR Magazine in terms of booking for me a Conference Keynote, Top 40 under 40, and multiple features for Clutch Coffee Bar. Without your PR since day one, we wouldn't be where we are today.

Steve and The Seidel Agency is different. They give their heart and soul into every project, are fabulous to work with, and work exceptionally hard to please the client. He is someone you can trust to care about what you want in the product and he strongly believes in doing the right thing every time.

Worked with Steve and the Team on marketing our new restaurant and they got us so much buzz. They know what they are doing and got us all the top bloggers to come in! It's been a pleasure working with them.

Sales have been growing with big increases after publication. Appreciate all the work you're doing.

I highly recommend the Seidel Agency for all of your branding, media, and PR support. Our brand awareness video that he directed for our company helped us raise our visibility and exceed our financial goals. Keep up the incredible leadership, and we remain in gratitude for all you do!

Noodle Lane

THE CHALLENGE

THE ACTIVATION

THE IMPACT

Testimonials

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