Del Frisco's Steak House

Section 2 Market/Advertising Strategy MKT 307-01 Retail Management

Brett Harris, Tomethel Jallah, Chelsi McCormick, Chelsey Miller, & Precious Pleasant

March 5, 2015

                Del Frisco’s Restaurant Group, also known as (DFRG) owns and operates three contemporary, high-end, complementary restaurant concepts:  Del Frisco's Double Eagle Steak house, Sullivan's Steakhouse, and Del Frisco’s Grille.  This company was founded in 1981 and its headquartered is in Southlake, Texas. experience and upholding the DFRG brand.  Del Frisco’s Double Eagle Steak house planted its n addition to the 20-unit Sullivan’s chain, Del Frisco’s Restaurant Group also operates nine Del Frisco’s Double Eagle Steak House locations and two more casual Del Frisco’s Grille restaurants. Each branch of this restaurant group serves its own purpose in providing a wonderful customer exroots in Dallas more than 20 years ago. They embody the rich tradition of fine American steakhouses, amazing guests through our impeccable chef-driven cuisine, extensive award-winning wine list and unparalleled hospitality. They offer our guests an unforgettable experience in a stunning, energetic atmosphere perfect for special occasions, business affairs or a grand night on the town. Del Frisco’s Grille draws inspiration from bold flavors and market-fresh ingredients. Their menu is a tempting mix of prime steaks, fresh seafood and twists on American comfort cuisine. The energetic bar, a destination in itself, creates a buzz throughout the restaurant and sets the stage and tone for an amazing dining experience. They proudly take their roots in the tradition of Del Frisco’s Double Eagle Steak house, providing guests with a familiar, yet exciting atmosphere, fresh, approachable fare and genuine hospitality. Last but not least, Sullivan’s Steakhouse is a vibrant neighborhood American Steakhouse featuring the finest steaks, seafood, hand-shaken martinis and live music. With 19 locations across the U.S., they offer comfortable fine dining in a lively atmosphere.

Del Frisco’s Restaurant Group is a upscale restaurant chain that takes pride in being the best in its class. Lisa Kislak is DFRG’s marketing executive in charge of digital marketing and branding for the company. Each restaurant group has there own their own website where potential customers can view the menu, locations, make reservations etc.  Also each restaurant under the Del Frisco’s name caters to a slightly different crowd. The Double Eagles Steakhouse caters to an upscale group. Their restaurant locations and design are ideal for providing their quest with a luxury dinning experience. Del Frisco Grille on the other hand provided a much more causal dinning scene. There restaurants are lower in price in terms of items on the menu and the restaurant design is inclined to allow customers to have a more modern, relaxed and casual experience. In terms of sales DFRG is a vary lucrative business. The Southlake, Texas-based steakhouse operator said net income for the fourth quarter ended Dec. 30 rose 20.2 percent, to $5.5 million, or 23 cents per share, from $4.6 million, or 19 cents per share, the previous year. Analysts targeted earnings of about 41 cents per share during the quarter. Revenue rose 8.6 percent during the quarter, to $105.8 million, from $97.5 million the previous year. This company does many press leases that can be viewed on there website to offer information about upcoming advances in the company as far as expansions and new opening in other states. Also Del Frisco Restaurant Group uses social media platforms such as Facebook and Twitter to reach their audience.