Overview

GENKAI BURGER, where you can enjoy hamburgers made with high-end ingredients at cost price, opened in January 2022.

The secret to offering them at cost price is that it is one of the projects carried out by the students of the vocational school, L’ecole Vantan, as part of their classes. By using the school building as a store, they are able to offer the products without adding rent, utilities, etc.

In July 2022, the store was renovated and a course meal, “Miyazaki Mango ‘GENKAI’ Salsa Burger Course,” was launched to enjoy the hamburgers.

In the same month, “GENKAI CAFE” was also opened, offering “‘GENKAI’ Frappe” made with high-end Geisha coffee beans by students from the Cafe Department and Patissier major. PR activities were carried out focusing on gourmet and outing media, as well as Vantan’s educational policy of providing practical experience closest to the field.

URL:https://www.lecole.jp/genkai/burger / https://www.lecole.jp/genkai/cafe/

Activities

① Promotional activities for the opening of GENKAI BURGER in January 2022

We invited gourmet-related media to a tasting event, highlighting that they could enjoy high-end burgers supervised by one-star chef Shusaku Toba at cost price. In addition, we emphasized that this was an initiative to create learning opportunities for students during the COVID-19 pandemic, and approached educational media as well. We consulted with the client on the elements necessary for TV exposure and proceeded accordingly, making efforts to maximize exposure.

② Promotional activities for the renewal of GENKAI BURGER and the opening of GENKAI CAFE in July 2022

In addition to carefully explaining the differences from the time of opening to the media, we listened to requests from the media for facts and shared them with the client in order to gain exposure, and communicated with them many times until the interviews were conducted. We also approached beverage-related trade papers and worked to ensure that they would cover the story without omission.

③ Acquired TV coverage not only on gourmet and outing information, but also on Vantan’s educational philosophy.

More than 20 media companies visited the GENKAI BURGER tasting event, and we have acquired TV coverage that closely follows the students. In addition, at the time of the renewal, we also acquired TV coverage on Live News α with a project that focused more on education.