National Culinary Review

for us,” Gossmann says. “We believe this arrangement helped us recapture guests more than anything, to get them back to the restaurants and remind them of what we offer.” In November 2009, Bristol Bar & Grille joined Facebook, and now has more than 850 followers. “The challenge in using Facebook is to keep people engaged and to elevate you so those people look at you every day, as well as to continue to attract more people to become followers,” Gossmann says.

Through a marketing campaign posted on
the restaurant’s Facebook page, Gossmann
took advantage of the fact that two of
his restaurants are located close to the
downtown arena that hosts University of
Louisville basketball games. “We held a
drawing to give away two tickets to each
game, plus dinner for two before the game, to
remind people there are Bristols close to the
arena. People could register on Facebook or
drop off a business card in any restaurant.”
Gossmann also sends e-newsletters
to approximately 5,000 people once or
twice a month. The newsletters contain
information about the catering business,
upcoming wine dinners and other special
dinner promotions. Finally, he invites
corporate meeting planners to visit his
locations to sample food and experience
the service, hoping they will plan their next
corporate outing at a Bristol Bar & Grille,
or make referrals to others.

Rob Benes, a Chicago-based freelance food writer and editor, was previously the editor of Chef and Chef Educator Today.

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