Minetta Tavern & Lucy Mercer Bar - Washington D.C.

Cohere played an integral role in the successful launch of Minetta Tavern and its accompanying Lucy Mercer Bar in Washington, D.C. Much anticipated after a long post lease-signing timeline, Minetta Tavern opened its doors on December 10, 2024 in the vibrant Union Market district, bringing with it a piece of Greenwich Village's culinary legacy. Originally a bar serving literary greats since 1937, Minetta has evolved under the guidance of renowned restaurateur Keith McNally, gaining fame for its iconic Black Label burger and stateside Parisian flair.

Cohere provided comprehensive support through PR storytelling, opening assistance, social media strategy, and content creation, ensuring that the restaurant’s rich history and unique offerings were effectively communicated to the D.C. audience. We helped land 25+ press placements - including in The Washington Post, Eater, The Washingtonian and even culture-setting Substack Feed Me.

Cohere's role was two-fold; help launch both brands to discerning D.C. patrons, while managing the online storytelling and media.

Our strategic approach included crafting a compelling narrative that highlighted Minetta's storied past and its new chapter in D.C. This not only generated excitement leading up to the opening, but also established Minetta Tavern and Lucy Mercer Bar as must-visit destinations in the city’s culinary scene. By leveraging McNally’s personal story and the restaurant’s unique offerings, we successfully positioned Minetta as a prominent player in D.C.'s competitive hospitality market, attracting both locals and visitors eager to experience this new culinary gem.

If Minetta Tavern had been around when I was rating meat markets last summer, it would easily have made my list of the city’s best steakhouses. The steak frites is a class act, a ropy bistro filet served with thin, twice-cooked Idaho potatoes and a coin of herb butter that melts into the beef. The National Potato Council ought to use the chef as a spokesman.

—Tom Sietsema, Washington Post