Industry: Restaurant
Revenue: Undisclosed
Location: Boston, Mass

After adjusting for all program related costs, net profits virtually doubled the incremental investment. My thanks to you and OneAccord for your five months of work with the Smith & Wollensky Restaurant Group. I wish you much success in your future endeavors, and will be glad to provide references..

-Bill Menzel CMO

Client Background:

• Smith & Wollensky is a chain of restaurants based in Boston with locations in New York, Washington, D.C., Las Vegas, Houston and other major cities. The restaurant is a higher end steakhouse.

Business Situation:

• New ownership
• Stagnating sales and need for fresh initiatives with existing management
• Little reliable market data about clientele and their opinions

OneAccord Solution & Engagement Highlights:

• Established a new Smith & Wollensky Restaurant positioning and marketing calendar
• Conducted first annual customer tracking study with analysis.
• Developed holiday programs that created double digit sales increases (and paid out) in the markets supported by targeted external media.
• Created a new localized marketing and media focus in support of individual steakhouses while working with eight General Managers to effect implementation.
• Marketing and business building programs for the full CY ‘08 including the Pourings & Pairings wine tastings and other dinner and lunch focused efforts.
• Developed and managed radio and television tests as well as local print efforts.
• Referred and then helped client establish new relationship with an advertising agency and Internet database company as well as a PR firm.

Results:

• Net profits nearly doubled incremental investment
• Created new momentum and strategic approaches for new management
• Holiday programs created double digit sales increases