from hot new restaurant to culinary icon
When Buccan first opened in Palm Beach, it quickly earned a reputation as one of the area’s most desirable restaurants- chef-driven, instinctively cool, and casually sophisticated. As the restaurant matured, the opportunity became more nuanced: ensuring Buccan evolved from a standout success into a true culinary institution- one capable of weathering industry disruption, sustaining long-term relevance, and anchoring a growing portfolio of concepts, all while preserving its neighborhood-first identity and understated appeal.
Carli PR was engaged by the restaurant's team, Ember Group, during a pivotal chapter to help shape the next phase of its narrative: guiding Buccan’s transition from celebrated restaurant to enduring icon while helping grow the restaurant portfolio in new and exciting directions. Through compelling storytelling, strategic planning, and values-driven messaging, we helped elevate Chef Clay Conley’s national profile, reinforce Buccan’s status as Palm Beach’s most coveted reservation, succesfully launch new restaurant concepts under Chef Clay's name, and position Ember Group to thrive well beyond its original success.
solution
Carli PR developed a long‑term, intentional communications strategy focused on legacy building, with carefully crafted messaging that felt confident but never flashy, allowing Buccan’s consistency, standards, and community ethos to speak louder than trends.
We positioned Chef Clay Conley as both a culinary authority and a deeply grounded restaurateur, emphasizing Buccan’s role as a constant in Palm Beach dining- an anchor for both locals and visitors alike. Storytelling centered on values: craftsmanship, restraint, generosity, and loyalty to community.
Our work extended beyond traditional PR. Carli PR secured an exclusive in-flight brand partnership for Buccan with private charter, Slate Aviation. We also launched several new concepts, including Buccan Sandwich Shop, Buccan Provisions, and Stoke Barn. We spearheaded Buccan’s 10th anniversary campaign. We developed the strategic award submissions for multiple James Beard Award nominations and supported Buccan through the destination's first Michelin Guide process. Most recently, we spearheaded the communications program for Ember Group's expansion into Coral Gables with a multi-pronged PR announcement of Buccan, Imotom and Buccan Sandwich Shop, set to open on Miracle Mile in Q1 2026.
results
More than 15 years after opening, Buccan remains the most sought-after reservation in Palm Beach, widely regarded by media, industry leaders, and residents alike as one of the region’s most important restaurants. Under Carli PR’s strategic guidance, Chef Clay Conley and Buccan have secured seven James Beard Award nominations, including three consecutive recent nominations, and earned recognition in Palm Beach County’s inaugural Michelin Guide.
Buccan, Chef Conley, and Ember Group restaurants have consistently ranked among OpenTable’s Top 100 Restaurants in the nation, and Yelp’s top-rated restaurants, while receiving highly rated coverage across top rated media outlets like Vogue, Forbes, The New York Times, Food & Wine, Condé Nast Traveler, The Wall Street Journal, Travel + Leisure, USA Today, and ELLE, to name just a few.
As Buccan’s restaurant group, Ember Group, expanded, they entrusted Carli PR to help them grow, as a result, such additions as Buccan Sandwich Shop and Stoke Barn, opened with the support of Carli PR, have achieved cult-status success, with Buccan Sandwich Shop drawing hour-plus lines during high season and Stoke Barn selling out an entire inaugural season of weekend farm-to-table dinners in under one month.
Buccan’s success has led Ember Group to expand its partnership with Carli PR to support the upcoming 2026 launches of Buccan, Imoto, and Buccan Sandwich Shop in Coral Gables, further reinforcing the group’s position as one of South Florida’s most respected and enduring restaurant operators.