The guest list at the launch for Umami Burger’s Chicago unit had the typical folks: bigwigs, friends, the media. Also invited to sample the menu on the house: two uniformed police officers. Why? Brand advocacy. Local police are visible, influential community leaders, says Umami CEO Paul Clayton. Plus, it can’t hurt to have the law looking out for the place.
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.