Blast from the Past - 42East

Back in 2011, 42East engaged Orchan to launch, promote, and support the growth and development of the establishment. Located in the north part of Taman Tun Dr Ismail, the venue offered a contemporary bistro environment that serves up hearty food. With a strong reputation for pork ribs, the bar took pride in offering their signature stout glazed pork ribs, along with frozen margaritas.

We led 42East in putting their name on a map dotted with a number of competing bars, situated along the busy row they were located. They had their signature ribs to be put in the spotlight, hence, we kick-started the PR initiative by having food reviews with a number of media and key opinion leaders (KOLs). Positive feedback stemmed from the reviews, and we were able to get some great coverage.

Apart from food reviews, we also helped in creating several marketing and promotional initiatives. For example, on St Patrick’s Day, we put forward their Wasabi Ribs (along with Irish food platter and Carlsberg) as the main promotion dish, to which Orchan Director – Craig helped create. We also had Yee Sang night in celebration of Chinese New Year, as well as ladies night offers.

We also held a monthly Media Night at the bar, where media representatives were offered discount for selected food and beverage. To create better engagement with customers, we had the 42East ribs eating challenge, where in order for participants to get the meal for free, they must finish them in under 42 minutes. This type of promotion is one of the classic ways to get people involved and engaged with a bar.

42East Bar Restaurant by Red Tomato

Pork and Booze by KL Lifestyle magazine