With locations in Miami and New York, Boketto was a new-in-2020 dining experience inspired by Asian street fare. Boketto’s bowl-based menu featured a variety of global dishes reimagined with a distinctly Asian flair under the direction of seasoned Japanese Chef Yukie Horita. Streetsense was engaged to create a distinct personality for the concept (including name, brand, and interior architecture) and develop the go-to-market strategy for the launch of its New York City location in spring 2020.
Beginning with a clear concept vision—“Asian-infused bowls, shareables, and cocktails served in a bold, energizing space”—Streetsense developed a full brand identity, marketing campaign concept, and collateral package. The restaurant’s name, derived from the Japanese word for daydreaming, was inspired by the Client team’s dedication to creating an immersive atmosphere, healthful cuisine, and not-too-fast-casual format that encouraged customers to slow down and enjoy. Our team paired a bold, modern logo with a mix of soothing patterns and clever taglines that encouraged diners to “Bo their own way” and “Build their own Bo.” We worked hand and hand with the Interior Architecture and Marketing teams to weave the brand’s sensibility into the environment and bring it to life in a variety of media and platforms.
For millennial-minded consumers seeking an elevated alternative to fast causal, we worked to create a fine casual experience in a curated environment that refreshed and revived people from day to night. With a unique blend of tradition and innovation, Boketto’s distinct environment and offering were rooted in Asian Street food and culture. Including custom cocktails, bar seating, communal tables for shareable plates as well as a view into the behind the scenes of the cooking and plating, the guest experience was infused with whimsical charm and lively action. The interiors began with a neutral palette of wood and concrete layered with vibrant colors and a dash of character using bright, luxe textiles and sinuous wallcovering.
Our team also developed the go-to-market strategy for Boketto’s NYC launch. Our goal was to generate brand awareness—and ultimately sales—that could be measured through the following key performance indicators: foot traffic, rewards program sign-ups, social media community growth and engagement, website traffic, email open and click-through rates, and quality and quantity of earned media coverage. We organized the strategy into four categories: Owned media (photography, signage, website, email marketing program, collateral, and branded merch); earned media (events, media placements, and SEO), shared media (focus on Instagram and Facebook strategy), and paid media (which we focused on paid social media advertising, display, paid search, and influencer marketing). Across the board, we focused these strategies on getting in front of three primary audiences: New York foodies, the local Midtown workforce, and Midtown business (employers) within a 10-minute walking radius.