Case Study

Steak & Ale
40th Anniversary Commemoration

Steak & Ale, founded in the 1960s, was approaching a 40th anniversary celebration. The company had plans for parties at more than 60 locations across the U.S. featuring ’60s music, nostalgic rolled-back prices, classic cars and employees in costume. Steak & Ale needed a cost-efficient plan to publicize the activities and maximize the anniversary opportunity in a way that would reconnect with its core customers, but would also reach out to new guests.

To put Steak & Ale in the media spotlight and help drive traffic in a cost-effective manner, The Powell Group concentrated on activities at a flagship event in Dallas, where the chain is headquartered. To enhance the company’s existing event concept, The Powell Group recommended tying 40 legendary years of Steak & Ale with another legendary product – the 1966 Mustang. In addition to a Mustang giveaway, the agency developed a partnership with a local Mustang club to create a parade that carried Steak & Ale food donations to a local food bank.

To help spread buzz in Steak & Ale’s local markets, The Powell Group leveraged the chain’s advertising buy to create local radio promotions around the anniversary. Every angle for media coverage was explored, such as local anniversary parties, business stories around the chain’s commemoration and plans for a restaurant remodel, to cooking segments on morning TV shows with the corporate chef.

Efforts to build buzz around Steak & Ale’s 40th anniversary were successful. The chain received more than $360,000 worth of media coverage, gaining millions of impressions to help re-energize the aging brand. In addition, the chain saw direct correlations between media events and coverage and increased traffic in its restaurants.

previous case study - return to top - next case study