Urban Plates
Goal: Urban Plates, a chef-driven fast casual restaurant with 21 locations across California and a commitment to scratch-made meals at accessible prices, partnered with Chemistry PR to build awareness around its expansion into Central California, elevate its presence among national and regional media, and drive engagement through lifestyle and food-focused creators. With the opening of its Sacramento restaurant—a milestone move into a new market—the brand aimed to highlight its mission “to make craveable, wholesome, and clean food accessible to all.”
Strategy: Chemistry PR leads ongoing PR and influencer strategy for Urban Plates, supporting brand storytelling, market expansion, and content development. The scope of work includes promoting seasonal menu launches through press and influencer outreach, sourcing on-brand talent for photo and video shoots, generating visibility for the Plate Pass loyalty program, and supporting new restaurant openings—including the brand’s entry into Central California with its Sacramento location. Strategic outreach targets both statewide and national food and lifestyle media. Influencer marketing is a core component of the program, with curated partnerships across Instagram, TikTok, and YouTube helping to drive conversation and shareable content. Messaging reinforces Urban Plates’ leadership in the fast casual space—highlighting transparency, real food made from scratch, and everyday value. Coverage has also spotlighted the brand’s inclusion in national rankings and awards, as well as its charitable partnerships with Sacramento Food Bank & Family Services, Promises2Kids, and other regional nonprofits.
Results: The campaign secured 123 earned media placements and over 3.57 million estimated views, with a total media reach of 657 million. Coverage highlights included Nation’s Restaurant News (100 Under 100), QSR Magazine, Restaurant Business Online (Top 500), CBS News, San Diego Union-Tribune, San Diego Magazine, FOX40, The Mercury News, and the Sacramento Bee. Influencer marketing played a key role, with 32 creators contributing content that collectively generated more than 338,000 video views and strong engagement across platforms. A segment on CBS Good Day Sacramento added to the momentum, delivering more than 95,800 estimated views. The campaign helped reinforce Urban Plates’ position as a leading voice in the fast casual space, while building awareness across new and existing markets.