Location
Leeds
Sector
Retail
Services
PR, Social Media, Press Activity
In 2025, we were tasked with launching Cinnamon Kitchen Leeds, the first outpost of Chef Vivek Singh’s acclaimed Cinnamon Collection in the North of England and the brand-new signature restaurant at The Queens Hotel.
Renowned for his innovative approach to modern Indian dining, Singh has already transformed perceptions of the capital’s restaurant scene with his bold flavours and contemporary style. Bringing Cinnamon Kitchen to Leeds marked not only a milestone for the Cinnamon Collection, but also for The Queens, pairing a landmark hotel with a destination restaurant designed to stand on its own as one of the city’s most exciting new openings.
Our role was to generate buzz around the opening, position Cinnamon Kitchen as a vibrant, standalone high-street hotspot while retaining its connection to The Queens and ultimately ensure that everyone in Leeds and the surrounding areas knew about it and wanted a seat at the table.
Ahead of the launch, we secured a strong wave of pre-opening press coverage, ensuring Cinnamon Kitchen Leeds was already on the city’s radar before doors officially opened. To date, the campaign has delivered coverage with an estimated audience of 2.878 billion.
To build excitement in the run-up, we delivered a vibrant schedule of pre-launch activations, including a citywide Tuk Tuk tour and giveaway, which brought the brand to life in the streets of Leeds and created a sense of anticipation.
The opening itself was marked by a high-energy launch party, complete with bhangra dancers and traditional drummers. The event was attended by key regional press, businesses and content creators, generating both buzz and visibility for the restaurant.
Ahead of the launch, we secured a strong wave of pre-opening press coverage, ensuring Cinnamon Kitchen Leeds was already on the city’s radar before doors officially opened. To date, the campaign has delivered coverage with an estimated audience of 2.878 billion.
To build excitement in the run-up, we delivered a vibrant schedule of pre-launch activations, including a citywide Tuk Tuk tour and giveaway, which brought the brand to life in the streets of Leeds and created a sense of anticipation.
The opening itself was marked by a high-energy launch party, complete with bhangra dancers and traditional drummers. The event was attended by key regional press, businesses and content creators, generating both buzz and visibility for the restaurant.
Alongside live activations, we created and grew Cinnamon Kitchen’s social media channels, developing a strong digital presence from day one and driving online engagement.
Our work didn’t stop at launch. We continued to deliver ongoing press activity, securing reviews and sustained coverage by promoting special menus and seasonal events, keeping Cinnamon Kitchen Leeds front of mind and firmly positioned as one of the city’s most exciting new dining destinations.
Looking ahead, LUYA is carrying this momentum into 2026 with a pipeline of bold concepts and activations designed to elevate the restaurant’s profile even further, drive repeat visits and attract new audiences, ensuring the success of the launch translates into long-term growth and footfall.
