Delicious Smith & Wollensky steak

Smith & Wollensky

  • Brand Reposition
  • Website & Menu Redesign
  • Loyalty Program
  • Media & PR

Founded in 1977, Smith & Wollensky needed an integrated marketing effort to attract a broader, younger audience. Our integrated  solution included every aspect of marketing, from food presentation, restaurant collateral, public relations and social media to website, collateral, and promotion.

Challenge

Smith & Wollensky has an international following, but their restaurants were seen as a traditional gentleman’s New York steakhouses. The brand needed to retain its heritage while enhancing the dining experience  to reach a younger, broader audience.

Our Solution

Starting with brand strategy we gave the brand a little swagger and presented an approachable, not stuffy dining experience. We touched every aspect of the restaurant with beautiful visuals, mouthwatering appeal and engaging personality.

  • Brand strategy and personality
  • Menu redesign and event collateral
  • Photo and video content
  • Promotion/loyalty/e-commerce
  • Website management
  • Advertising, PR, and social media
  • Grand opening and event management

Results

We helped Smith & Wollensky gain broad-reaching exposure, build a new guest following, increase reservations — and helped plan and execute every promotion, including their sold-out Wine Week events. 

Later in our engagement, we directed the grand opening of Smith & Wollensky Boston Atlantic Wharf and did PR for the London location. We also helped to create the casual Wollensky’s Grill in Chicago.

Helped an established steakhouse reinvigorate brand perception & engage a new audience.

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