How can a national, niche casual dining chain that underwent significant operational changes find success in a challenging market?
To help Smokey Bones of Orlando, Florida get more people to eat their huge portions of, well, everything, we helped put a little meat on their brand bones from the bottom up. From new food and bar menus to cheesy promotions to traffic-driving LTOs to multi-platform messaging that let everyone know “This is how you eat.”
wow, that’s cheesy.
To promote Smokey Bones’s new cheese-infused menu items, we created a cheesy contest to let patrons crown the true champion of cheese. Good luck, fanny pack—we’re pulling for you.
meet skip hooky.
How do we convince hoops-hungry (and smoked-wings-hungry) desk jockeys to creep out of the cube farm and watch the “big college b-ball tourney” at Smokey Bones? Let’s deploy office-ditching legend Skip Hooky to impart his time-tested weaseling-out-of-work wisdom in well-placed promotional materials and a series of enlightening videos.
singles awareness day.
Let’s celebrate the little-known national holiday, Singles Awareness Day (S.A.D.), and have a Smokey Bones S.A.D. Happy Hour designed to gain a ton of unpaid media and drive more traffic—not to mention, demonstrate how there’s nothing sad about: sleeping in, not having to share the remote, taking spontaneous trips without having to clear them with anybody, etc.
the big meat up.
To debut a new Smokey Bones restaurant in the Boston area, we created a meat-centric turnkey grand opening holiday: Carnivus.
A three-month grand opening advertising budget paid for within the first two days of sales—one $.25 chicken wing at a time.
