Pyro's Grill

OVERVIEW
Pyro’s Grill, based in Jupiter, Florida, is a new entrant into the fast-casual dining segment of the restaurant industry. Founder and President Michael Curcio spent several years perfecting what he calls a “Mix.” A “Mix” is a nutritious meal of white rice, yellow rice, or lettuce with marinated, char-grilled steak or chicken and a selection of fresh toppings including tomatoes, scallions, cilantro, cheddar cheese, sour cream, black beans, and guacamole. The secret to the “Mix” is the ten proprietary Signature sauces that are made fresh daily.

A proof of concept restaurant was opened in Jupiter in the spring of 2003 and operated without any formal marketing until Patterson/Bach Communications was retained in December of 2003 to provide marketing and advertising services.

MARKETING REQUIREMENTS

• Develop a marketing communications strategy to market the restaurant’s eat-in, take-out, and catering products with emphasis on building the 4 p.m. to close eat-in or take-out revenue.
• Develop a comprehensive “Local Store Marketing” manual to cover all aspects of a restaurant’s marketing from pre-opening to annual marketing efforts for mature restaurants. The manual is provided to franchisees with the purchase of single, multiple, or area franchises.

POSITIONING
Pyro’s Grill is a latecomer when considering the myriad of new restaurant/franchise concepts that have recently entered the fast-casual arena. However, the unique menu offerings allow for a strong “unique selling proposition,” enabling the restaurant to position itself against the traditional fast-causal concepts—burgers, wings, wraps, etc.

To be successful, Pyro’s Grill needed a fresh, strong creative approach to garner potential customers’ attention, to solicit trial usage, and to ultimately establish a solid customer base.

CREATIVE APPROACH
The target market for Pyro’s Grill is not limited by age or sex. However, the creative approach developed by Patterson/Bach targets early adopters ages 18 to 34. This group is predisposed to try new concepts and to tell friends and acquaintances about their experience, creating a secondary rolling awareness within the geographical and demographical markets.

The creative concept developed by Patterson/Bach for Pyro’s Grill is "Evidence of Mixing Around.” The reality of today is that we have more than enough choices when it comes to dining out. The consumer needs to be intrigued and provided with evidence of the product’s worth if they are to buy it. Pyro’s Grill will educate the public on its unique “Mix” concept by providing evidence of satisfied consumers who have been caught “Mixing Around.” The list of compromising scenarios of being caught Mixing Around is endless, be it Tatanka with Honey Dijon on his shirt collar or Mojito with Caesar still lingering on a napkin in her purse. Or perhaps it’s the bank statement or cell phone bill with every entry and call revealing “Pyro’s Grill” as the dine-in or take-out venue of choice. It turns out everyone likes “Mixing Around”—and getting caught seems to be half the fun.

A media campaign was developed consisting of radio and print. The radio spots were produced using the “Evidence of Mixing Around” concept and aired on radio stations with primary listenership in the 18 to 34-age range. Print ads were placed in local newspapers and a FSI was distributed to households within a five-mile radius of the restaurant. POP materials consisting of widow signs, table tent cards, lid stickers, and counter cards were produced and displayed in the restaurant.

EVALUATION
The advertising campaign was launched in March 2004 and within 90 days, daily revenue increased by 25 percent and within the 4 p.m. to close daypart, revenue increased by 40 percent.

The Local Store Marketing manual is complete and ready to be included in the franchisee materials. It provides all the information and guidance that franchisees need to successfully market their franchises.

Final Logo for Pyro’s Grill

15’ x 5’ Grand Opening Banner

12” x 18” In-Store Poster

12” x 18” In-Store Poster

4.25” x 12” Catering Menu

6.375” x 6.5” FSI

Cover for Local Store Marketing Manual 3-ring binder