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Stoney River, Fazoli’s tap new agency of record to broaden their brands and bring in fresh fans

Stoney River, Fazoli’s tap new agency of record to broaden their brands and bring in fresh fans

NASHVILLE TENN. Starbucks has been forced to undertake. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

“We used to think of brands as very static things that never changed,” said Jamie Dunham, chief planning officer for Bohan Advertising | Marketing, whose clients include Stoney River Legendary Steaks and Fazoli’s. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

Instead of viewing brands as something firmly lodged in the minds of consumers, Bohan defines a brand as “more of a group of cultural ideas based on a strategic premise,” Dunham said. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

Starbucks strayed from its strategy of offering friendly, personal service and lost its “cultural relevancy,” she said. Dunkin’ Donuts, on the other hand, studied cultural changes and realized consumers are more time-starved than ever and need coffee to go. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

“To me that’s a perfect example of a brand that has adapted to the culture around them and redefined the times they live in,” she said. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

Stoney River, a 10-unit chain owned by Nashville-based O’Charley’s Inc., recently named Bohan its agency of record and has embarked on a marketing program positioning itself as “The Modern American Steakhouse, Stoney River Style.” —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

“As we look at this and talk about cultural relevance, we’re on the right track,” said Stoney River president Tony Halligan. “This is a brand where I believe we deliver a high-quality dining experience in a more casual atmosphere.” —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

The restaurant decor is “modern American lodge,” and Stoney River plays off that image in its advertising. A food-focused print ad describes the restaurant ambience as “red canoes, white tablecloths and a nice pair of blue jeans,” while a lifestyle ad tells consumers they’ll find “steak, seafood and sanctuary” at Stoney River. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

The use of both lifestyle and food ads is a “balancing act” to convey the dining experience, Halligan said. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

Before launching the campaign, Bohan and Stoney River executives met in a “brand engagement session” to identify the brand’s core identity, target audience and positioning. The agency then developed a “brand story” for the chain: “It’s the romance of an upscale American lodge experience. It’s a place where a restful stream and placid lake surround our retreat.” —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

Stoney River is 12 years old, Halligan said, but this is the first time it has taken this approach in marketing. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

The chain’s decision to pursue a culturally relevant strategy fits with the times, Dunham said. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

“The whole casual-dining business right now is in a real paradigm shift, and culture has everything to do with it,” she said. “Consumers want to be in control of the [dining] experience with both time and money.” —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

In addition to that, consumer likes and dislikes have changed since Stoney River began operating, lifestyles have been affected by wars and the economy, and there are generational differences among diners then and now, said David Schwartz, an account supervisor at Bohan. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

“We’d be fooling ourselves if we didn’t pay attention to that,” he said. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

When Bohan began to work with Fazoli’s, a Louisville, Ky.,-based chain with more than 300 units, Dunham found it had to solve a basic question that would lead to its strategic premise. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

Part of their dilemma was whether they were a fast-casual or quick-service operator, she said. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

“They’re probably more of a premium QSR than a fast-casual,” she said. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

That led to identifying Fazoli’s as “everyday Italian for those who are on the go,” she said. “Once we settled on that core identity, that reality allowed us to look at menu offerings and promotional messages.” —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

Dunham, who describes herself as a “postmodernist on the subject of branding and brand strategy for the 21st century,” said restaurants traditionally have taken too narrow of a view when trying to figure out where they fit competitively. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

“They don’t look outside their own world to other companies,” she said. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

By studying how other companies based their marketing on cultural shifts, restaurants can learn how to tailor their own strategies, she said. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

“If you look at Southwest Airlines, they realized competition was not other airlines; it was the automobile,” Dunham said. “The experience was more about transportation than luxury. The Southwest premise is built on low cost.” —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

Apple has been successful as a brand because it tapped into culture trends that the first MP3 players failed to do, she said. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

“They have a group of people where the brand is part of their lifestyle,” Dunham said, adding that Apple’s iPod is a “fashion statement” for them while the first MP3 players “weren’t cool.” —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

As restaurants begin to view their brands differently, they have to realize that communication with consumers is “changing dramatically,” she said. —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

“You have to talk about how a brand fits into the lifestyle of the consumers and what other options they have,” she said. “The old-media economies that were about one-way conversations and brands being things that never change, that’s going away.” —It’s a struggle for a restaurant brand to remain relevant to consumers, and an ad agency here suggests operators start thinking differently about what a brand really is to avoid the same type of damage control

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