CASE STUDIES
Rib City Franchise Expansion
Rib City, a Fort Myers-based restaurant, offers a menu of barbecued meats, specialized sauces and complementary side dishes such as baked beans and corn on the cob. The unique Rib City backyard flavor became popular around town, and the restaurant grew into 13 additional locations in Southwest Florida including Cape Coral, Naples and St. Petersburg. Craig and Paul Peden, the owners of Rib City, decided to offer the restaurant as a franchise opportunity in 2004.
To maintain the success and growth of Rib City, Spiro & Associates was hired for a suite of services including public relations and advertising messaging. The Agency began working with Rib City when they were launching new franchise restaurants in Colorado and Utah.
Toni and Ron Jorgensen opened their first Rib City franchise in American Fork, Utah with great success. Utah welcomed the barbecue eatery with open arms, so much that the Jorgensens decided to open a second location in Sandy City. This time, Toni’s brother, Vincent D’Onofrio, star of NBC’s hit television series, Law & Order Criminal Intent, wanted to be involved. D’Onofrio does not utilize a public relations agency and therefore the Agency was to execute all public relations of the new restaurant and his involvement.
The Agency announced the opening of the new location and D’Onofrio would be onsite on August 16 available for media interviews. The release was sent to numerous media outlets in the Sandy City vicinity as well as Fort Myers. Additionally, separate contacts were made to key publications in the Sandy City area, including the Salt Lake Tribune. Six interviews were scheduled during D’Onofrio’s brief visit. Rib City samples and photo opportunities with the actor-turned-franchise owner were available during the “Media Day.”
The Agency’s pitching efforts resulted in eight separate stories, including a live radio interview with both D’Onofrio and Toni, live television coverage from the restaurant on two separate occasions, three personal interviews with reporters in the Sandy vicinity and a telephone interview with a reporter from a Fort Myers magazine. Business in the Sandy City restaurant has started out strong, many patrons visiting due to the celebrity’s connection. D’Onofrio and the Jorgensens plan to open five more Rib City franchises.