Crave Hospitality Group comprises 16 award-winning chefs and restaurateurs offering a designed-to-travel food and beverage experience. These include Michael Mina, Lincoln Carson, Tony Gemignani and NYC’s popular The Meatball Shop. The first Crave Collective opened in Boise, ID in November 2020, and will be followed by 14 additional locations by mid-2022. Crave’s state-of-the-art kitchen suites are purpose-built for collaboration, allowing customers to mix and match from each of the restaurants all in one order. Customers place their order through the Crave mobile app; meals are available for pick-up, or can be delivered by Crave’s dedicated mobile servers, Crave employees, whose singular role is to ensure meals arrive on time and meet the partnering chef’s exacting standards for quality.

Crave retained Carbonate to finesse its brand messaging and oversee media outreach surrounding the opening and beyond. Because the concept is entirely new but similar to existing technologies and operations such as delivery apps and ghost kitchens, careful consideration needed to be taken to help the company cut through the noise. In just a short amount of time, we secured feature coverage in nearly all of Crave’s primary trade and business targets.