February 19th, 2013 | admin

With the intention of taking their marketing communications to the next, higher level, Giraffas Brazilian Steaks & Burgers has hired People, Ideas and Culture (PI&C) as their new agency of record. PI&C, a New York-based agency led by the well-known and respected Domenico Vitale, will begin work on March 1st and provide creative development, social media and media planning services to Giraffas Restaurant.

U.S. Marketing Director, Carlos Vanegas, remarks, “This partnership is very important to Giraffas because we recognize the immense challenge of introducing a new fast casual concept to an American audience that is little familiar or maintains misconceptions about Brazilian food.” He continues, “After a thorough selection process, we recognized that PI&C is not a traditional and predictable advertising agency. Their processes take them sometimes outside the realm of advertising to find the ideal solution to a business problem. We’re very excited about this new partnership and look forward to great work from them!”

Giraffas Restaurant, named one of the top 10 Fast Casual Restaurants in the world by Travel & Leisure, has successfully entered the U.S. market with a Fast Casual dining experience and a mission of providing what their tagline promises: “A Brazilian twist on what you love to eat.” Not the type of Brazilian restaurant with the all-you-can-eat meat menus to which we have grown accustomed here in the States, the Giraffas seasonal menu introduces traditional Brazilian flavors and cooking methods while skillfully adapting them to the American culture and taste buds with typical dishes such as burgers, steaks, chicken, shrimp and pasta.

The brainchild of founder, Carlos Guerra, Giraffas Brazilian Steaks & Burgers brings 30 years of experience and proven success in Brazil as the third largest chain in that country. They have entered the U.S. market with four locations in the South Florida regions of Miami-Dade and Broward counties and are scheduled to open another three restaurants up through Tampa and Orlando by the end of 2013. With additional expansion plans including 34 locations over the next five years, Giraffas is clearly making its mark in the United States.

Sharing his excitement of the new partnership with Giraffas Restaurant, Founder/ Chief Idea  Architect of PI&C, Domenico Vitale, states, “We got so engaged by the potential of this new brand for the US market.  They are incredibly successful in Brazil because of their great product and we are looking forward to helping them build the same success here.” He continues, “America needs a new choice in dining.  Giraffas can be that new choice.  And the best part?  They are incredible people who are a real pleasure to work with. They needed nimble solutions and that is what PI&C is built to provide.  Very exciting indeed!”

Additional information about PI&C can be found in their website at Pic-nyc.com.

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