Asia’s first location! New York–born modern Italian restaurant “Scarpetta Tokyo” opens in Kamiyacho: Behind the scenes of the opening PR
Hello! I am Koyama from the Sports team, Division 3, Public Relations Business Headquarters.
Before you know it, it is already the Christmas season again this year. (Time really does fly.)
As we head into the year-end and New Year holidays, I would like to introduce some wonderful restaurants that are perfect for year-end and New Year parties and for spending time with the people who matter most.
A modern Italian restaurant loved by New Yorkers who “know the real thing”: “Scarpetta Tokyo”
New York–born modern Italian restaurant “Scarpetta Tokyo” opened on Monday, October 3, 2022, inside Tokyo World Gate, directly connected to Kamiyacho Station.
The flagship restaurant has long been loved by many New Yorkers who “know the real thing,” including numerous celebrities, and has also earned a three-star rating from The New York Times. This globally acclaimed restaurant has now, at last, made its long-awaited debut in Asia for the first time.
“Scarpetta” comes from the Italian gesture “fare la scarpetta,” meaning to scoop up leftover sauce with bread. It expresses the luxurious joy of savoring a meal to the very last bite—and that sentiment is also reflected in the logo.
With the concept of “unpretentious yet elegant service,” the restaurant offers a menu that reimagines Italian flavors in a New York style, served in a refined and sophisticated setting.
First, here is the signature menu item!
Since Scarpetta opened in New York in 2008, the “Scarpetta Signature Tomato Basil Spaghetti” has remained a beloved favorite among fans around the world.
This dish features chewy, house-made hand-cut pasta made with Italian flour, paired with a sauce made from Roma tomatoes, basil, butter, and Italian olive oil in exquisite balance—once you try it, you will be hooked!
And here is the No. 1 most popular item in New York!
A popular dish of tender braised octopus, finished with a crisp sear, served with potatoes and celery and paired with a tangy sauce.
The octopus is superb—crispy on the outside and fluffy on the inside!
At “Scarpetta Tokyo,” we offer dishes through a Tokyo-exclusive course designed so that everyone can enjoy Scarpetta’s popular menu items loved in New York and around the world.
SUNNY SIDE UP and the Steady Study team handled the opening PR for “Scarpetta Tokyo,” its first location in Asia!
We had the pleasure of handling the opening PR for this wonderful restaurant’s first-ever launch in Asia, together with SUNNY SIDE UP and the Steady Study team!
The project began about a year ago.
Together with the team at LDV HOSPITALITY in New York, the operator of “Scarpetta,” and the team at Mori Trust Co., Ltd., which oversees operations of “Scarpetta Tokyo” in Japan, we prepared for the opening as a united team while considering multiple scenarios—given that the restaurant was opening during the COVID-19 pandemic—based on the spread of COVID-19 in Japan and the potential situations that could arise when opening under such circumstances.
In order to ensure that many people in Japan would correctly understand the value of “Scarpetta,” we interviewed the LDV HOSPITALITY team in New York about Scarpetta’s distinctive features, the secrets behind its popularity, the passion behind the restaurant, and its commitment to the menu, while also gathering the materials needed for PR together with the Mori Trust team in Japan.
“Phased information release” is one of the key points in PR!
To create more opportunities for media coverage, one key PR tactic is to intentionally release information gradually in phases.
In the case of “Scarpetta Tokyo,” we first announced only the opening date two and a half months before opening to build anticipation.
Then, one month before opening—when advance reservations began—we announced all information, including details of the full menu.
Just before opening, we invited members of the media to the restaurant early, where they sampled the menu and conducted interviews and coverage of the venue.
In this way, by intentionally increasing the number of moments when the media can pick it up as news, we connect to more opportunities for media exposure.
As a result, we were able to secure coverage of “Scarpetta Tokyo” from many media outlets!
Also handled social media operations, influencer marketing, and brand film production
SUNNY SIDE UP also handled the launch and operation of “Scarpetta Tokyo”’s official social media accounts!
In addition, the Steady Study team led initiatives to invite influencers to the restaurant early and have them sample the menu.
Furthermore, SUNNY SIDE UP planned, filmed, directed, and produced the brand film for “Scarpetta Tokyo”!
View this post on Instagram
As a result, “Scarpetta Tokyo,” which opened on October 3, has thankfully been receiving many reservations and welcoming many guests every day.
Due to the impact of COVID-19, there were not many projects like this—overseas brands making their first entry into Japan—over the past few years, but recently they have been gradually increasing again.
One of the great appeals of PR work is being able to learn early about gourmet trends, products, and services that are popular overseas but have not yet arrived in Japan—and then being able to experience and enjoy them before anyone else.
I love trying new things and eating delicious food, so that is also one of the joys that keeps me motivated to continue this work.
If the opportunity arises again, I would love to be involved in PR work when new gourmet offerings, products, or services from overseas make their first entry into Japan.
＜Scarpetta Tokyo Store Overview＞
Official name: Scarpetta Tokyo
Address: 1F, Kamiyacho Trust Tower, 4-1-1 Toranomon, Minato-ku, Tokyo
Hours: 17:30–23:00 (L.O. 22:30)
Closed: Saturdays, Sundays, and public holidays
Seating: 157 seats (Main Dining: 64 / Bar: 34 / Terrace: 37 / Private Rooms: 2 rooms, 22 seats)
Floor area: 358.47 m² (108.43 tsubo) + terrace
Website: https://scarpettatokyo.com/
Instagram: @scarpettatokyo
Reservations hotline: 050-3091-1360
