Smokey Bones Offers Cheesy Refund April 15 Free Cheesecake Bites for Procrastinators and Free Meals for Tax Preparers 04/2013

For Immediate Release
Contact: Lisa Sweeney
Brokaw Inc.
614.570.5757 lsweeney@brokaw.com

Smokey Bones Offers Cheesy Refund April 15
Free Cheesecake Bites for Procrastinators and Free Meals for Tax Preparers

ORLANDO, FL, April 2, 2013 — April 15 is a dreaded day for tax preparers and procrastinating tax filers. Smokey Bones Bar & Fire Grill has come up with its own form of a refund for both. Last minute tax filers can come to the restaurant after E-Filing or dropping returns at the post office for a free dessert of Creamy Vanilla Cheesecake Bites. The offer is valid from 7 p.m. to Midnight on April 15. You simply need to mention that you came in for your CHEESY REFUND. Smokey Bones is also helping tax preparers get through the day by making food drops at neighboring tax preparation offices.

If you’ve procrastinated on filing your taxes, you’re not alone. According to the IRS, between 20 to 25 percent of taxpayers put off filing until the last week of the filing season. Forty-eight percent of Americans expect to get a tax refund this year, up from 42 percent a year ago. Only 18 percent expect to owe the government.

Roger Drake, Senior Vice President of Marketing at Smokey Bones Bar & Fire Grill, said his restaurants are ready for the last minute filers. “Filing taxes is right up there with going to the dentist for many people,” said Drake. “We wanted to turn this negative into a positive by offering one of our limited-time cheese menu items as a reward. So even if you’re not expecting to get a refund, you’ll get one when you visit Smokey Bones on April 15. We also know that tax preparers will be working hard, so we wanted to deliver them food to keep their brains and pencils sharp.”

Smokey Bones is offering a limited-time cheese menu through April 28. Featured items include a Cheese Bites appetizer, Creamy Vanilla Cheesecake Bites dessert, Caprese Burger and Cheddar & Roasted Pepper Burger, Smoked Brisket Cheesesteak Melt and a Black & Bleu Steak entrée. And if this isn’t enough cheese, Smokey Bones created a Champion of Cheesy promotion at www.facebook.com/smokeybones. Facebook fans can vote on multiple rounds of “cheesy” trends – like Mullets and Fanny Packs – to help Smokey Bones crown the Champion of Cheesy. Each vote enters you to win weekly gift card prizes or the grand prize, a cheese getaway in Vermont to tour the Magic Hat Brewing Company.

Big Cheese, Add One

About Smokey Bones Bar & Fire Grill
Smokey Bones, the favorite choice for food, drinks, and fun, is a full-service bar and fire-grill restaurant that operates 66 locations in 17 states and employs nearly 4,000 people. It is owned by an affiliate of Boca Raton, Fla.-based Sun Capital Partners, whose portfolio of restaurants also includes Boston Market, Friendly’s, Sweet Tomatoes, Fazoli’s, Bar Louie and other restaurant brands representing approximately 2,000 locations and over $2.0 billion in sales. For more information on Smokey Bones, visit www.SmokeyBones.com.

Smokey Bones Bar & Fire Grill Names Brokaw AOR 02/2013

Smokey Bones Bar & Fire Grill Names Brokaw AOR

ORLANDO, FL, February 25, 2013—Smokey Bones Bar & Fire Grill is reinvigorating its provocative, edgy positioning in the casual dining field with a new management team, bold new entrées, and now, a new ad agency. The company named Brokaw Inc. its Agency of Record. Brokaw, based in Cleveland, Ohio, will handle all aspects of the company’s marketing efforts, including assisting with brand strategy, creative development, digital and social media, local marketing, media, and public relations.

Brokaw Inc. has a broad range of regional, national and international clients, but is particularly strong in the restaurant category. Finding an agency with strong restaurant experience was important to the management team at Smokey Bones, so too was selecting an agency with a fresh, creative approach to reaching consumers.

Earlier this month, Brokaw demonstrated to Smokey Bones its buzz-worthy approach to advertising with the creation of a Singles Awareness Day (S.A.D.) Happy Hour. The national holiday is the day after Valentine’s Day and celebrates the benefits of being single. Brokaw used the day to help Smokey Bones introduce its new beverage book – featuring these signature cocktails and craft beers at the happy hour event. Through a series of public service announcements highlighting what a single person can avoid – such as dealing with a screaming baby, a partner pretending to listen, or a “never hang up” phone conversation – Brokaw was able to generate media buzz across the country to promote the happy hour event.

“We are very excited about our new partnership,” said Roger J. Drake, Senior Vice President of Marketing for Smokey Bones Bar & Fire Grill. “Brokaw’s reputation and track record of developing smart, relevant, and buzz-worthy work made them a smart choice. We are thrilled about our future, as well as our new agency relationship.”

“Smokey Bones is poised for strong and dynamic growth,” said Gregg Brokaw, managing partner at the agency. “We see nothing but a huge opportunity to move the brand forward and love supporting a brand with an enthusiastic spirit and culture, not unlike our own.”

About Smokey Bones Bar & Fire Grill
Smokey Bones is a full-service bar and fire-grill restaurant that operates 66 locations in 17 states and employs nearly 4,000 people. It is owned by an affiliate of Boca Raton, FL-based Sun Capital Partners, Inc., whose portfolio of restaurants also includes Boston Market, Friendly’s, Sweet Tomatoes, Captain D’s, Bar Louie, and other restaurant brands representing approximately 2,000 locations and over $2 billion in sales. For more information and restaurant locations, visit www.smokeybones.com.

About Brokaw
Brokaw is an independent advertising agency that specializes in helping a handful of premier global, national, and regional brands rise above the blah blah. From digital, influencer and WOM marketing, to brand strategy development and execution, to non-traditional, local marketing, connections planning, and motion graphic design, Brokaw’s client roster spans vitaminwater, Fazoli’s, Hotels.com, Garden Fresh Restaurant Corp., and more. Brokaw Inc. is owned and operated by Gregg and Tim Brokaw and headquartered in Downtown Cleveland’s Warehouse District. For more information, visit www.brokaw.com.

Singles Awareness Day 02/2013

ORLANDO, FL, February 6, 2013 — For those who find the requirement of sending cards, candy, or flowers to their significant other on Valentine’s Day a bit stifling, a relatively new national holiday held the following day could be the answer. February 15 is National Singles Awareness Day (S.A.D.). And there’s nothing sad about it. In fact, the day is a celebration of all the benefits of being single – like watching your favorite television shows, picking out your own clothes, and sleeping without interruption through the night.

Smokey Bones Bar & Fire Grill is honoring the day with a special S.A.D. Happy Hour event at its restaurants across the country. The event runs 4-6 p.m. with a free appetizer sampling around the bar for those singles who are ready to mingle. It will also feature drinks from Smokey Bones new Beverage Book.

Smokey Bones has reached out to singles in each of its markets to encourage them to come in for the S.A.D. celebration. The restaurant company has also created a series of public service announcements to promote Singles Awareness Day. Each spot highlights what a single person can avoid, such as dealing with a screaming baby, a partner pretending to listen, enduring couples shopping, or a “never hang up” phone conversation. View the spots at www.SmokeyBonesSADhappyhour.com.

Roger Drake, Senior Vice President of Marketing at Smokey Bones Bar & Fire Grill expects his restaurants to be full of singles on February 15. “After experiencing an onslaught of Valentine’s Day messaging, it’s time to celebrate the awesomeness of singlehood,” said Drake. “The holiday gives us a great opportunity to introduce a new drink line up, too. We created a brand new drink menu that will be available starting the same week.”

About Smokey Bones Bar & Fire Grill
Smokey Bones, the favorite choice for food, drinks and fun, is a full-service bar and fire-grill restaurant that operates 66 locations in 17 states and employs nearly 2,300 people. It is owned by an affiliate of Boca Raton, Fla.-based Sun Capital Partners, whose portfolio of restaurants also includes Boston Market, Friendly’s, Sweet Tomatoes, Fazoli’s, Bar Louie and other restaurant brands representing approximately 2,000 locations and over $2.0 billion in sales. For more information on Smokey Bones, visit www.SmokeyBones.com.

Rewarding Failure 01/2013

Rewarding Failure
Smokey Bones Creates Sweepstakes to Promote Breaking Your New Year’s Resolution

ORLANDO, FL, January 15, 2013 — According to a survey conducted by the time management firm Franklin Covey, a third of those making New Year’s resolutions will break them by the end of January. While this is a sobering statistic, one restaurant chain has found a way to turn a negative into a positive. Smokey Bones Bar & Fire Grill, a restaurant known for its indulgent food and atmosphere, has created the #ResolutionFail Sweepstakes. Post pictures or stories of your broken resolutions to #ResolutionFail using Instagram, and you could win food gift cards or even a trip to Las Vegas – the city where indulgence never quits. But don’t procrastinate (even if this is the resolution you’re hoping to overcome), because the contest ends January 31, 2013.

Roger Drake, Senior Vice President of Marketing at Smokey Bones Bar & Fire Grill knows that making and keeping resolutions is difficult. “You can’t beat yourself up if you break one,” said Drake. “We wanted to help people laugh at the situation we all have faced, while providing some comfort in the form of great food and an indulgent trip to Sin City.”

The top five reasons why people fail to keep their New Year’s resolution according to Dr. Martin Binks, Clinical Director & CEO of Binks Behavioral Health, are:

1. Unrealistic goals. Losing a significant percentage of your body mass, speaking fluent Cantonese, and learning how to play a violin concerto in one year isn’t going to happen.

2. Expect something magical. Do you think once the clock strikes midnight you will magically stop smoking?

3. Surrounded by temptation. Having a house full of chocolate isn’t going to help you stay on track if you plan on losing weight.

4. Many resolutions. Focusing on one goal will guarantee greater success. The simpler and more focused your goal, the easier it will be to attain.

5. Going in blind. Would you get in your car and drive if you didn’t know where you were going? Set a plan that fits in with your schedule and goals that is realistic and achievable, such as going for a walk three times a week.

About Smokey Bones Bar & Fire Grill
Smokey Bones, the favorite choice for food, drinks and fun, is a full-service bar and fire-grill restaurant that operates 66 locations in 17 states and employs nearly 2,300 people. It is owned by an affiliate of Boca Raton, Fla.-based Sun Capital Partners, whose portfolio of restaurants also includes Boston Market, Friendly’s, Sweet Tomatoes, Fazoli’s, Bar Louie and other restaurant brands representing approximately 2,000 locations and over $2.0 billion in sales. For more information on Smokey Bones, visit www.SmokeyBones.com.

Smokey Bones’ menu returns to its roots 12/2012

Smokey Bones hasn’t had a straightforward history. Founded in 1999 by Darden Restaurants Inc. as Smokey Bones Barbeque, the casual-dining chain was tweaked multiple times as its parent company tried to determine how to give national appeal to a food as regionally idiosyncratic as barbecue.

In 2007, Darden sold the concept to a subsidiary of Sun Capital Partners, which renamed it Smokey Bones Bar & Fire Grill.

Chef Mark Bibby was consulting with Darden on Smokey Bones at the time of the sale, and Sun Capital hired him to be the vice president of culinary for the struggling brand.

Since then, the chain has been reconceptualized, away from barbecue and toward a more general casual-dining format. But in the latest image adjustment under chief executive Christopher J. Artinian, who took the chain’s helm in June, one key component in barbecue — smoke — has been brought to the forefront of the restaurant’s image. New menu items include a smoked prime rib, which is offered as a special Thursday through Sunday from 4 p.m. until closing.

Bibby recently discussed those changes with Nation’s Restaurant News.

Tell me about the smoked prime rib.
It’s going really well, a lot better than I anticipated. Every week [it] has been increasing in sales, which has been great. It seems to be getting a good guest response.

We already have two smokers in each restaurant, and to be able to use them for another item is great.

How do you make it?
We take a 10-pound rib eye, season it with kosher salt and pepper, and put in the smoker at 200-225 degrees [Fahrenheit] with preheated hickory wood. We cook it for about an hour and 45 minutes to an internal temperature of 115 degrees, and then hold it [in a warming oven] until it reaches 120-125 degrees. We heat it to order and offer either a 10-ounce or a 14-ounce portion, with au jus and horseradish sour cream. We make sure it’s ready by 4 p.m., and an hour later we’ll throw another piece in for people who want their meat rare

What other items have you added?
We’ve already got a really good base of barbecue, which Smokey Bones will always have, but our way forward is signature fire-grilled items.

One is a 14-ounce rib eye marinated in soy sauce, pineapple, brown sugar and ginger. The marinade loosens up the meat a little, and it grills really well because of the sugar and pineapple on it. We top it with a pineapple teriyaki just to give it a nice glaze as it goes out.

A year ago we added a build-your-own burger, with 30 toppings and a choice of Angus beef, turkey burger, grilled chicken and veggie burger.

For the holidays we have cinnamon apples, which are Jonathan apples tossed in brown sugar, cinnamon and butter with caramelized pecans. We bake it, top it with a pecan crumble [butter, flour, oats, cinnamon, brown sugar and caramelized pecan]] and bake it again. It’s selling very well, and those Jonathan apples have such a great flavor and texture when they’re cooked through, so we’re very happy with that. I even tried smoking one, which was an interesting flavor as well.

But that didn’t make it onto the menu?
No. That was just a chef having some fun. But we’re looking at using the smokers more in the months to come.

For example?
We’re looking to do a [limited-time offer] in May or June next year that might include adding smoked meat to the burgers. We might have a piece of [smoked] brisket that could be ground into the burger for a natural smoky flavor. We’ll also be running an LTO with bratwurst, knackwurst and hot dogs that we’ll smoke. And we’re playing around with smoked salmon to go on salad or pasta or a sandwich.

We’re also working on putting some vegetables in the smoker as a lighter item.

In June we’ll be focusing on a shrimp entrée — we currently just have it as an appetizer. I’ve considered smoking those as well.

What are Smokey Bones’ most popular menu items?
Baby back ribs are still the No. 1 selling item. Pulled pork does well, too. We’ll just try and increase quality [for those dishes] where we possibly can, but the drive is to have a background of barbecue with a fire-grilled menu.

Smoked chicken wings have been on the menu for a couple of years, but they’ve absolutely gone crazy over the past 18 months, and now they’re a top seller.

I understand you’re also doing some brewery dinners. Can you tell me about them?
They’re like wine dinners: multiple courses, each one paired with a different beer. Our first one was at our Tyngsboro, Mass., location, where we teamed up with Leinenkugel’s brewery. The next one will probably be with Samuel Adams. We’re planning to set them up throughout the coming year to try to promote our beverage program.

How did the first one go?
It sold out. It was originally for 50 people, but we pushed it up to 75.

How much did you charge?
$25 in advance, $30 at the door.

Smokey Bones' new CEO aims to grow chain in size, visibility 11/2012

CLEARWATER — Ask the new head of Smokey Bones Bar and Fire Grill if he likes the food and he points to his waist. He's still trying to shake off the 14 pounds he gained sampling every dish on the menu when he started the job.

Chris Artinian, 43, took over as the chain's chief executive officer in June after 18 years at the famous Morton's steak house, where he rose from an hourly pastry employee to president and CEO.

Smokey Bones hired Artinian to expand the size and visibility of the 66-restaurant chain, which plans to add four to six locations in 2013 after several years of no growth.

Founded in 1999 by Darden Restaurants, the casual restaurant chain was sold in 2007 to an affiliate of Sun Capital Partners, which also owns Boston Market, Friendly's, Sweet Tomatoes, Bar Louie and other restaurants totaling $2 billion in annual sales. Headquartered in Orlando, Smokey Bones has three restaurants in the Tampa Bay area — in Brandon, Citrus Park and Clearwater.

The Times met with Artinian this week at the Smokey Bones in Clearwater, where he taste-tested a new prime rib entree and apple pecan crumble now available for the holidays.

Going from Morton's to Smokey Bones seems like a big change. What are some similarities or differences you've seen so far?

One of the similarities is that there's an expectation of good food, service and hospitality, regardless of price point. What I bring over from Morton's is that invigoration of a culture of excellence and making sure we touch every guest in a way that makes them feel like they can come back right away.

How did you get to Smokey Bones?

Morton's sold on February 1st. We were a public company that went private and everything was consolidated. I was in this unique opportunity of what's next? I got introduced to some folks at Sun Capital and we really hit it off. Sun Capital had done some great work with Smokey Bones and fought through 2008 and 2009 when everyone was fighting for their lives and got to a great base line from where they can build. They wanted someone who could finish the job. We're 70 to 80 percent there, but we want to strengthen the culture and execution and chase after the best in class.

How have you tweaked the menu?

What we did with the menu coming out of the gate was to look at what we can do to enhance it. Macaroni and cheese is a great example. Everyone's got macaroni and cheese, but what makes ours different? We added asiago cheese, which is a much better quality cheese, and caramelized the top. Basically it's the same recipe that we accentuated and made to look a little better.

What did you think of the name change a few years ago from Smokey Bones Barbeque to Smokey Bones Bar and Fire Grill?

I think that's part of the evolution. Darden started the concept and it was barbecue-centric. They realized they could really expand upon great food and have a broader menu. I think bar and fire grill represents all that we are. You can do both. As many people as we have drinking at the bar, we have as many people eating at the bar.

Any concern about going into casual dining, a restaurant segment that was hit hard during the recession?

At Morton's, about 80 percent of our business ended up on an expense report. So when business travel went bye-bye, we were really off. So I wasn't afraid of the fight casual dining has gone through. I think that people still want to go out and have a great value. And value is not necessarily the cheapest thing out there. Can I be treated well with great food and feel like this was an escape? I think that's what's missing in casual dining today. We deliver on the food and hospitality, and I think that differentiates us.

What do you think of the trend toward fast casual restaurants?

I think it's a real business and, especially at lunch, they do a great job getting people in and out. I think that lunch is a very competitive sector, and what we're trying to do is provide a great value in a very timely experience. The days of a three-martini lunch are long gone. Who's got the time? But you do want a little bit of escape. We offer an experience where you feel like you got out of the office but get back to your desk within the lunch hour.

Coming from Chicago, were you familiar with barbecue?

I think I'm just familiar with food. (Laughs) I've been in this business my entire career. I cooked with my mom at a young age and to this day I think she's the best cook on the planet. She taught me about flavors and what goes with what and about cooking from the heart. And that's what we're going after here. What is the soul of what we do? You can get ribs anywhere. You can get a burger anywhere. But is it going to be hot, fresh and consistent and complemented by friendly people and a great experience? To me, that's what restaurants are all about.