The Palm Restaurant Group
Case Study

We began working with The Palm Restaurant Group in early 2011, in preparation for the family-owned restaurant's 85th anniversary. The Palm chose to highlight the occasion by rolling out a brand refresh across the company's 28 restaurants in three countries.

Our goals for The Palm were three-fold: introduce the media to 4th generation family member and Executive Vice President Bruce Bozzi Jr., increase awareness of the approaching company milestone and brand refresh in the national press, and promote The Palm as a quality dining choice in their regional markets.

A CUT ABOVE THE COMPETITION…
To recognize the 85th anniversary, we introduced the press to the rich history of The Palm and the key features that set them apart – from the caricatures on each restaurant's walls to a menu that offers USDA prime steaks and Italian classics. This lead us to secure features in titles such as Nation's Restaurant News, Associated Press, Restaurant Mgmt and Market Watch, as well as a cover story in Family Business magazine.  In addition, the event led to a segment on Today Show, as well as conversations on top NY and syndicated radio programs.  

In addition to national press, we were charged with securing regional press for Palm markets. Our strategies have ranged from inviting local press and bloggers into The Palm for a complimentary lunch or dinner, organizing and overseeing media dinner events in key Palm cities, and working to promote the restaurants’ seasonal offers like Summer Lobster for Two and National Hamburger Month.

Our outreaches have resulted in a number of stories in highly circulated newspapers and regional magazines such as The Chicago Sun-Times, Houston Chronicle, South Florida Sun Sentinel, San Diego Union-Tribune, Gotham, Philadelphia Style, Modern Luxury Dallas, Orlando Home & Leisure and many more.

ALL IN THE FAMILY
Representing the fourth generation of his family’s restaurant business as Executive Vice President, Bruce Bozzi Jr. is wholly dedicated to The Palm’s philosophy to “treat guests like family, serve great food, and always exceed expectations.”  We set out to position Bruce as 'the face' of The Palm Restaurant Group and a go-to steak expert.

Pitching Bruce for cooking segments presented a new challenge for our team. Without a professional chef background or a media reel to showcase his ease and vibrant personality on-air, we needed to develop the assets many producers require to consider guests.

Blazing through those potential roadblocks our team coordinated media training for Bruce, allowing him the opportunity to practice a cooking segment with an experienced coach. We then sent him to key Palm cities, to practice his skills and generate clips for a media reel, including segments with KTLA Morning News, Daily Buzz, Good Morning Texas, New York Live, Nonstop D.C. and Live Miami. After compiling the reel, we were able to book Bruce on a range of programs including Today Show and Better TV.

Soon after, The Palm Restaurant Group was chosen to tape an episode of CBS' brand new reality competition series, The Job, with Bruce as one of the company's key judges. The Palm's quest to find a new assistant manager among five qualified candidates was featured as the series premiere. In the month surrounding the episode, The Brooks Group secured segments for Bruce with Taking Stock with Pimm Fox on Bloomberg TV, Wendy Williams, Fox & Friends, Live From the Couch and AskMen.com.