Background. The Wetson Restaurant Group was established in 1959, though the family’s restaurant heritage goes back to the 1930’s.
Dallas BBQ was a collection of well-managed, family-owned restaurants that served great tasting, popular priced ribs and rotisserie chicken. Porte helped establish them as a brand — “New York’s most popular BBQ restaurant” — when the company decided to enter the Times Square area in 1998.
Actions. Porte worked very closely with the owners to help establish the Dallas BBQ brand. We employed a range of consumer and trade advertising, PR and in-store signage and collateral materials. Opportunistic promotions helped reinforce the brand to specific groups.
Out of home advertising, at individually selected locations, announced to people in high traffic areas that Dallas BBQ was opening in Times Square. At the same time, advertising to the tour industry helped bolster group business. Later, Porte helped launch new locations in Chelsea, Upper Manhattan, Brooklyn, the Bronx, and Queens.
Dallas BBQ is always testing new menu items for which Porte prepares table tents and in-store signs.
Porte helped generate write-ups and reviews in publications as diverse as Playbill, The Amsterdam News, Chelsea-Clinton News, TimeOutNY and The Wallman Report.
Porte initiated parties for the cast of "Annie Get Your Gun" and for concierges from area hotels.