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Tim Ho Wan | Case Study | bread & Butter

bread & Butter developed an opening strategy that would not only introduce Tim Ho Wan to New York, but also build national buzz to lay the groundwork for nationwide expansion in years to come.

Tim Ho Wan | Case Study | bread & Butter

bread & Butter developed an opening strategy that would not only introduce Tim Ho Wan to New York, but also build national buzz to lay the groundwork for nationwide expansion in years to come.

Known as the world’s “cheapest Michelin-starred restaurant,” Tim Ho Wan brought its dim sum and cult following from Hong Kong to Manhattan when opening its first U.S. outpost in the East Village. bread & Butter developed an opening strategy that would not only introduce the brand to New York, but also build national buzz to lay the groundwork for nationwide expansion in years to come.

Working closely with the Tokyo-based Tim Ho Wan team, b&B determined key messaging that both capitalized on the brand’s international reputation, while also distinguishing it from the numerous dim sum eateries throughout New York. With a six month pre-opening lead time, b&B garnered coverage in key regional news outlets including The New York Times, Wall Street Journal, Eater, Time Out New York, Thrillist, Gothamist, Food Republic, Saveur, Tasting Table and Zagat.

b&B has continued to secure extensive coverage, working on openings in Waikiki, Hell’s Kitchen, Las Vegas and Southern California. Tim Ho Wan has appeared on local NYC TV and national shows like ‘The Chew’ and the ‘Rachael Ray Show,’ as well as features in Food & Wine, InStyle, and USA Today, among others.