Alliance Patisserie, which opened in Chicago’s River North in December 2014, is a new French pastry shop from Executive Pastry Chef Peter Rios, owner of Alliance Bakery, a Chicago institution for over a decade.
To create conditions for a successful opening, Murphy Knott generated wide-ranging publicity for the new patisserie that built anticipation and demand for its gorgeous and decadent pastries even before Alliance Patisserie’s doors were open.
Working months in advance, Murphy Knott enticed food and dining editors of influential Chicago-area newspapers, magazines and television stations. The news stories and features that resulted laid a strong foundation upon which an early following was built – all for Alliance Patisserie’s opening day.
By pitching creative story ideas to publications read by Alliance Patisserie’s target markets, and by leveraging the authenticity and sophistication of the desserts (balsamic fig macarons), as well as Rios’ background as a classically trained French pastry chef — including his experience personalizing desserts for Princess Diana – MKPR succeeded in attaining a high level of awareness for the new patisserie. Driven by a successful media relations campaign, Alliance Patisserie rose to the top of Chicago’s food and dining news, leading to an immediate customer base and certain revenue stream.