German’s Soup – Bringing an Iconic Brand to the U.S.
German’s Restaurant is a legendary spot in Guyana, opened more than fifty years ago in a working class area of the capital city of Georgetown. Word spread and Guyanese from all walks of life from workers to politicians embraced the restaurant. Today, Guyanese expats make sure to stop in when they return home. The cowheel soup alone is the stuff of legends in Guyana.
When the sons of Hubert “German” Urling saw this diaspora coming in, they realized an opportunity existed to bring the concept to the U.S. A natural first stop was a Caribbean neighborhood in Brooklyn and the opening of German’s Soup.
The media campaign was designed to establish the restaurant as an iconic brand, solidify and convey the story behind German’s and introduce it to a wider audience. Media response was strong with coverage in New York Magazine & Grubstreet, The New York Times, ABC7, Eater and many more. This allowed the brand to expand outside local clientele and reach a broader market.
Firmly established in NYC with its first location, look for German’s Soup to open additional outlets soon.