Steak and Strategy: Inside Dividend Restaurant Group's Marketing Playbook

HT recently caught up with the marketing team at Denver-based Dividend Restaurant Group (DRG) to discuss its fall 2024 promotions and influencer marketing strategies for Sullivan’s Steakhouse and Eddie Merlot’s. Both fine dining concepts earned spots on Wine Spectator’s prestigious 2024 Restaurant Awards list.

On Influencer Marketing

DRG, through its Dallas-based marketing firm, Champion Management, has been ramping up its work with social media influencers to promote the Eddie Merlot’s and Sullivan’s Steakhouse brands. The company leverages both macro influencers—those with 100,000 to 1 million followers—and micro influencers, who typically have smaller but highly engaged, often local, audiences.

“We know influencers create a personal connection. The content on platforms like Instagram and TikTok feels more authentic coming from their channels than from our own,” said Kate Cummings, Digital Marketing Manager at DRG. Champion Management uses Tagger Media to identify influencers and analyze key data such as demographics, engagement rates, and follower locations, while also tracking content performance.

“We’ve found that the ROI with micro influencers has been more beneficial for a brand like DRG," which has 27 upscale locations, compared to larger brands with hundreds of outlets across North America, explained Marilyn Perkins of Champion Management.

Responding to the Value-Oriented Consumer

In an effort to cater to value-driven consumers without compromising on quality, DRG is personalizing its loyalty engagement campaigns. The company hired a loyalty consulting firm to evaluate programs such as Birthday, Anniversary, and Lapsed Customer offers.

“We're crafting different journeys to ensure we're communicating with guests in personalized ways,” said Cummings. “We’re not treating everyone the same, and we’re providing opportunities for guests to return based on targeted communication.”

DRG’s focus is on driving loyalty and frequency without diluting its fine dining brands with excessive discounts. Sullivan’s currently offers a 2-for-$99 deal on Wednesdays, and Eddie Merlot’s has a similar offer on Tuesdays. “People are looking for value, but they don’t want to compromise on quality,” Cummings emphasized.

DRG is also experimenting with A/B testing and will introduce new incentives to encourage sign-ups for its loyalty program.

Wine-Focused Events & Menu Refreshes

In addition to value-oriented offers, Eddie Merlot’s and Sullivan’s continue to host exclusive wine-focused events. These off-menu evenings feature four- or five-course meals paired with special wines, offering connoisseurs a chance to explore unique pairings. Both steakhouses also offer wine locker memberships, where loyal guests can store purchased bottles and participate in exclusive wine samplings throughout the year. “We’re always doing new things around our extensive wine collections,” said Cummings.

Both restaurants are open 365 days a year and host numerous private events during the fourth quarter. Sullivan’s recently introduced a new Bar Bites menu and will soon roll out an updated fall menu.  Both Eddie Merlot’s and Sullivans will be celebrating National Seafood Month with some amazing Happy Hour seafood deals available Monday-Thursday through the end of October.