Damon's Launches New Brand Strategy, Shifts Focus from Ribs and Sports to Wide Variety of Grilled Menu Items

Apr 19, 2001, 01:00 ET from Damon's International

    COLUMBUS, Ohio, April 19 /PRNewswire/ -- Damon's International, the Ohio-
 based restaurant chain best known for award-winning ribs and big-screen
 sports, is turning up the heat in the casual dining market by turning up the
 grill -- literally.
     This week Damon's launches an extensive re-branding strategy and campaign
 under the theme, "The Grill is On."  The campaign highlights Damon's new focus
 on grilled menu items, communicating that Damon's offers more than ribs,
 sports and entertainment.
     "Damon's has a heritage of serving superior quality food, but we never
 really focused on this in our marketing," said Shannon Foust, president and
 CEO.  "Great food is what customers want, so for the first time, we're
 launching a brand-building and communications strategy that ties to our food
 -- especially grilled food."
     Foust emphasized that Damon's will continue to offer ribs and
 entertainment, including sports.  The new brand strategy was created to make
 Damon's more attractive to a wider audience of diners and to strengthen its
 position as a unique investment opportunity with prospective franchisees.
     "People tend to think of Damon's when they want ribs or sports," said
 Charles Bruce, vice president of marketing who is responsible for the new
 brand strategy.  "We want them to think of Damon's whenever they want good
 food."
     Late last year Damon's retained Fahlgren, an Ohio-based advertising
 agency, to help the company develop a new brand strategy.  New television and
 newspaper advertising begin running this week in several Ohio markets.
     "Based on the response we receive in Ohio, we will roll out the new
 advertising throughout the system," Bruce said.
     New grilled menu items are under development, and new in-store
 merchandising is being rolled out.
     Since its founding in 1979, Damon's has grown to 142 company and
 franchised locations in 28 states.  It also has franchisees in the United
 Kingdom and Panama, with a franchised location scheduled to open in Puerto
 Rico later this year.
     "We have aggressive development goals that include opening five to ten
 company stores and 20 to 25 franchised stores per year for the next several
 years," Foust said.  "Our new branding strategy, combined with other recent
 developments, is the cornerstone of our growth plans."
     In addition to opening its first Latin American location, Damon's recently
 completed a state-of-the-art training and education center and introduced a
 new restaurant design.  The company also strengthened its senior management
 team with two key appointments.  Charles Bruce joined Damon's following
 careers at Wendy's International and Pizza Hut Franchise Holders Association.
 The chain also promoted John Trainer to Vice President of Operations.  He has
 been associated with Damon's since 1986.
     With more than 140 company and franchised locations worldwide, Damon's
 International is a leading full-service, casual-dining restaurant that
 emphasizes grilled steaks, chicken and seafood, salads and Damon's award-
 winning ribs.  Guests enjoy a quiet dining room or Damon's high-energy
 clubhouse that features a state-of-the-art multi-screen entertainment system
 offering sports, network programming and interactive games.  Founded in 1979,
 Damon's International is headquartered in Columbus, Ohio.
 
 

SOURCE Damon's International
    COLUMBUS, Ohio, April 19 /PRNewswire/ -- Damon's International, the Ohio-
 based restaurant chain best known for award-winning ribs and big-screen
 sports, is turning up the heat in the casual dining market by turning up the
 grill -- literally.
     This week Damon's launches an extensive re-branding strategy and campaign
 under the theme, "The Grill is On."  The campaign highlights Damon's new focus
 on grilled menu items, communicating that Damon's offers more than ribs,
 sports and entertainment.
     "Damon's has a heritage of serving superior quality food, but we never
 really focused on this in our marketing," said Shannon Foust, president and
 CEO.  "Great food is what customers want, so for the first time, we're
 launching a brand-building and communications strategy that ties to our food
 -- especially grilled food."
     Foust emphasized that Damon's will continue to offer ribs and
 entertainment, including sports.  The new brand strategy was created to make
 Damon's more attractive to a wider audience of diners and to strengthen its
 position as a unique investment opportunity with prospective franchisees.
     "People tend to think of Damon's when they want ribs or sports," said
 Charles Bruce, vice president of marketing who is responsible for the new
 brand strategy.  "We want them to think of Damon's whenever they want good
 food."
     Late last year Damon's retained Fahlgren, an Ohio-based advertising
 agency, to help the company develop a new brand strategy.  New television and
 newspaper advertising begin running this week in several Ohio markets.
     "Based on the response we receive in Ohio, we will roll out the new
 advertising throughout the system," Bruce said.
     New grilled menu items are under development, and new in-store
 merchandising is being rolled out.
     Since its founding in 1979, Damon's has grown to 142 company and
 franchised locations in 28 states.  It also has franchisees in the United
 Kingdom and Panama, with a franchised location scheduled to open in Puerto
 Rico later this year.
     "We have aggressive development goals that include opening five to ten
 company stores and 20 to 25 franchised stores per year for the next several
 years," Foust said.  "Our new branding strategy, combined with other recent
 developments, is the cornerstone of our growth plans."
     In addition to opening its first Latin American location, Damon's recently
 completed a state-of-the-art training and education center and introduced a
 new restaurant design.  The company also strengthened its senior management
 team with two key appointments.  Charles Bruce joined Damon's following
 careers at Wendy's International and Pizza Hut Franchise Holders Association.
 The chain also promoted John Trainer to Vice President of Operations.  He has
 been associated with Damon's since 1986.
     With more than 140 company and franchised locations worldwide, Damon's
 International is a leading full-service, casual-dining restaurant that
 emphasizes grilled steaks, chicken and seafood, salads and Damon's award-
 winning ribs.  Guests enjoy a quiet dining room or Damon's high-energy
 clubhouse that features a state-of-the-art multi-screen entertainment system
 offering sports, network programming and interactive games.  Founded in 1979,
 Damon's International is headquartered in Columbus, Ohio.
 
 SOURCE  Damon's International