THE BRIEF

Beefbar, the international restaurant concept by renowned restaurateur Riccardo Giraudi, was built on a simple yet powerful idea – to challenge the rigidity of traditional fine dining and introduce a new kind of casual luxury.

When Beefbar on the Beach opened in Malta in 2019, the brand’s first location combining a restaurant, lounge, and pool, it brought Monaco’s signature sophistication to the Mediterranean. Designed by Humbert & Poyet, the space blended architectural elegance with a relaxed, coastal energy, offering the world’s finest cuts in an atmosphere of effortless indulgence.

Steves&Co. was appointed to introduce Beefbar to the Maltese market, developing and managing a full marketing strategy that would drive anticipation, communicate exclusivity, and align with Beefbar’s global brand direction.

OUR APPROACH

From the start, we recognised that Beefbar on the Beach was more than a restaurant, it was an experience. Our task was to translate that experience into a strategic communications ecosystem that would build anticipation, sustain engagement, and define Beefbar’s position in Malta’s luxury dining scene.

We launched the brand with a 360° campaign targeting both local and international audiences through digital, social, outdoor, and in-flight channels. Highlights included animated airport billboards and editorial placements in Air Malta’s in-flight magazine, connecting with travellers even before they arrived.

Following the launch, Steves&Co. became Beefbar’s strategic marketing partner, leading all brand communications and managing their social platforms to ensure a consistent, engaging, and aspirational presence year-round. Our tone remained true to Beefbar’s global identity, confident yet playful, balancing luxury with a sense of ease and authenticity.

Through a continuous flow of creative campaigns, content, and targeted media strategy, we kept the brand top of mind long after the opening, shaping an ongoing narrative of exclusivity, lifestyle, and experience.

THE IMPACT

The results were immediate. Despite launching late in the summer season, Beefbar on the Beach quickly became one of Malta’s most in-demand dining destinations, driving consistent full-house bookings and social engagement that outperformed nearly all other Beefbar locations worldwide.

The continued success and strong brand positioning led to the opening of a second location, Beefbar in the City, in the heart of Valletta, extending the brand’s footprint and cementing its reputation as the island’s most exclusive dining experience.

Today, Beefbar in Malta stands as a lifestyle brand experience, where taste, design, and atmosphere meet to redefine modern luxury in the Mediterranean.

PROJECT SERVICES

A/V Production, Visual Identity, Campaign Design, Creative Technology, Illustration, Brand Activation, Brand Experience, Marketing Strategy, Packaging Design, Project Management, Social Media Strategy, Paid Social Campaigns, Performance Marketing, Platform Strategy, Influencer Strategy, Tone of Voice, Messaging Frameworks, UX/UI Design, Web Design, Front-end Development, Back-end Development, E-commerce Systems, Advertising Artworks, Campaign Design, Copywriting, Content Strategy, Creative Direction, Art Direction, Graphic Design, Spatial & Interior Design, Market Research, Motion & Video, Product Naming, Brand Experience, Strap-lines, Brand Guidelines, Design Systems, Web Design, Front-end Development, Back-end Development