Peter Luger x Madame Tussauds: Turning Empty Seats into 20+ Media Hits
Summary
When NYC restaurants were finally cleared to increase indoor dining capacity during the pandemic, most venues were still sitting half empty because people weren't ready to come back. I led a PR stunt that filled Peter Luger Steak House's empty tables with wax figures of NYC-famous faces like Jon Hamm, Audrey Hepburn, and Al Roker, turning a dining capacity story into a media moment. I coordinated the concept with the restaurant and selected and transported the figures with our studio team. The stunt landed coverage across TMZ, People, the Today Show, Good Morning America, Fox News, USA Today, and SNL, secured through my PR Manager's outlet relationships off the back of the concept and materials I built, and Jimmy Fallon showed up in person to meet his figure and posted it to his own socials.
The Challenge
Peter Luger, like every NYC restaurant, was allowed to seat more guests indoors again, but almost nobody wanted to sit inside a restaurant yet. An announcement about capacity limits lifting isn't news on its own, and it doesn't get people back in the door. The real challenge was making a routine regulatory update feel like something worth talking about, at a moment when most dining and entertainment news was bad news.
Objectives
Primary objective: Generate earned media around Peter Luger's increased dining capacity in a way that felt fun and shareable instead of transactional, while showcasing Madame Tussauds' figures to a New York audience that couldn't easily visit an attraction during the pandemic.
Key KPIs:
Number and quality of media placements
National broadcast pickup, not just local or trade press
Organic social amplification from talent connected to the figures used
Getting the story past local NYC outlets and into national morning shows and entertainment press, ideally with one of the featured celebrities engaging with it themselves.
Strategy
The insight was that "dining capacity increased" is a boring headline, but "wax celebrities are keeping you company at dinner" is a visual, slightly absurd, very shareable one. I chose NYC-centric figures on purpose, Jon Hamm, Audrey Hepburn, Al Roker, Jimmy Fallon, rather than pulling generic A-listers, because the local angle gave outlets like the Today Show and local news a reason to cover it that felt native to their audience. I also leaned into the slightly dystopian, pandemic-era humor of the visual rather than trying to smooth it over, which is exactly what outlets like Gothamist picked up on. The bet was that if the photo told the whole story on its own, press wouldn't need much convincing to run it, and that turned out to be right almost across the board.
My Role & Execution
Concept & Coordination: Partnered directly with the Peter Luger team to plan stunt logistics around their real seating and service flow, so the figures read as authentic rather than staged.
Figure Selection & Logistics: Worked with our studio team to select figures with genuine NYC relevance and coordinated their transport and placement inside the restaurant.
Press Packaging & Outreach: I developed the story concept and packaged the visual assets and pitch angle for press, then worked closely with my PR Manager at Merlin Entertainments, who handled the direct outlet pitching and relationships with press.
Earned Media Pickup: Coverage ran across TMZ, People, Today.com, GMA3, Fox News, the New York Post, Deadline, The Hollywood Reporter, USA Today, and international outlets like the Toronto Star and Univision, plus a mention on Saturday Night Live.
Talent Engagement: Jimmy Fallon visited Peter Luger in person to meet his own figure and posted the moment to his personal social channels, extending the story past traditional press into his own audience.
Results
20+ media placements, including national broadcast (Today Show, GMA, USA Today), entertainment trade press (Deadline, The Hollywood Reporter), and major outlets (People, Fox News, New York Post, Insider)
International pickup, including Univision, the Toronto Star, and the Washington Times
A Saturday Night Live mention, putting the stunt in front of a late-night audience
Direct talent engagement from Jimmy Fallon, who visited in person and shared it on his own socials, something no paid campaign can buy
Press Coverage
TMZ — "Celebrity Wax Figures Peter Luger Steak House Madame Tussauds Jon Hamm Audrey Hepburn Jimmy Fallon Al Roker"
https://www.tmz.com/2021/02/25/celebrity-wax-figures-peter-luger-steak-house-madame-tussauds-jon-hamm-audrey-hepburn-jimmy-fallon-al-roker/
The Today Show — "Al Roker and Other Celebs Visit Steakhouse (Their Wax Figures, That Is)"
https://www.today.com/video/al-roker-and-other-celebs-visit-steakhouse-their-wax-figures-that-is-101636677839
Today.com — "Why NYC's Peter Luger Steakhouse Is Filling Its Dining Room"
https://www.today.com/food/why-nyc-s-peter-luger-steakhouse-filling-its-dining-room-t210081
People — "Peter Luger Steak House Teams Up With Madame Tussauds for Star-Studded Dining Experience"
https://people.com/food/peter-luger-steak-house-teams-up-with-madame-tussauds-for-star-studding-dining-experience/
Univision — "Este Restaurante de NYC Llenará Sus Asientos Vacíos Con Maniquíes de Personajes Famosos"
https://www.univision.com/local/nueva-york-wxtv/este-restaurante-de-nyc-llenara-sus-asientos-vacios-con-maniquies-de-personajes-famosos-fotos
GMA3 — Instagram Feature
https://www.instagram.com/p/CLwwpAEDP4Y/?igshid=17qextue203hr
Saturday Night Live — On-Air Mention
https://youtu.be/S21F6hsRUUo?t=79
GoodMorningAmerica.com — "Peter Luger Steak House Welcomes Diners Alongside..."
https://www.goodmorningamerica.com/food/story/peter-luger-steak-house-welcomes-diners-35-alongside-76132820
Deadline — "Peter Luger Steak House Wax Figures Madame Tussauds"
https://deadline.com/2021/02/peter-luger-steak-house-wax-figures-madame-tussauds-1234701533/
Fox News — "New York Steakhouse Peter Luger Hosting Dinner With Famous Figures"
https://www.foxnews.com/food-drink/new-york-steakhouse-peter-luger-hosting-dinner-famous-figures
Gothamist — "Peter Luger and Madame Tussauds Team Up for Pandemic-Era Dystopian Dining Experience"
https://gothamist.com/food/peter-luger-and-madame-tussauds-team-pandemic-era-dystopian-dining-experience
The Hollywood Reporter — "Jon Hamm and Audrey Hepburn's Madame Tussauds Wax Figures Booked for NY Steak House"
https://www.hollywoodreporter.com/rambling-reporter/jon-hamm-audrey-hepburns-madame-tussauds-wax-figures-booked-for-ny-steak-house
The Independent — "Peter Luger Wax Madame Tussauds"
https://www.independent.co.uk/life-style/peter-luger-wax-madame-tussauds-b1808216.html
Insider — "Peter Luger New York Wax Figures Tables Indoor Dining"
https://www.insider.com/peter-luger-new-york-wax-figures-tables-indoor-dining-2021-2
New York Post — "Wax Figures of Celebs Fill Seats at NYC's Peter Luger Steakhouse"
https://nypost.com/2021/02/25/wax-figures-of-celebs-fill-seats-at-nycs-peter-luger-steakhouse/
Yahoo — "Peter Luger Wax Figures Indoor Dining Pandemic"
https://www.yahoo.com/entertainment/peter-luger-wax-figures-indoor-dining-pandemic-164025678.html
HuffPost — "Peter Luger Wax Statues COVID-19"
https://www.huffpost.com/entry/peter-lugar-wax-statues-covid-19_n_60394c6ac5b617a7e40d97f1
Newsday — "NYC Steakhouse Stunt: A Wax Don Draper Hanging at the Bar"
https://www.newsday.com/news/region-state/nyc-steakhouse-stunt-a-wax-don-draper-hanging-at-the-bar-1.50166336
U.S. News & World Report — "NYC Steakhouse Stunt: A Wax Don Draper Hanging at the Bar"
https://www.usnews.com/news/entertainment/articles/2021-02-26/nyc-steakhouse-stunt-a-wax-don-draper-hanging-at-the-bar
USA Today — "Wax Celebs Join Indoor Diners at NYC Restaurant"
https://www.usatoday.com/videos/news/nation/2021/02/26/wax-celebs-join-indoor-diners-nyc-restaurant/6841377002/
Star Tribune — "NYC Steakhouse Stunt: A Wax Don Draper Hanging at the Bar"
https://www.startribune.com/nyc-steakhouse-stunt-a-wax-don-draper-hanging-at-the-bar/600027922/
Toronto Star — "NYC Steakhouse Stunt: A Wax Don Draper Hanging at the Bar"
https://www.thestar.com/entertainment/2021/02/26/nyc-steakhouse-stunt-a-wax-don-draper-hanging-at-the-bar.html
Washington Times — "NYC Steakhouse Stunt: A Wax Don Draper Hanging at the Bar"
https://www.washingtontimes.com/news/2021/feb/26/nyc-steakhouse-stunt-a-wax-don-draper-hanging-at-t/
YouTube — "Famous Figures Assist with Social Distancing at Peter Luger"
https://www.youtube.com/watch?v=n0SI3RAZjN8
