Fox Restaurant Concepts: Scoring a Touchdown for a Restaurant Chain

The Challenge

As agency of record for Fox Restaurant Concepts, a restaurant group based in Phoenix, our daily challenges include increasing visibility nationally while remaining heavily focused on local media coverage and positioning founder Sam Fox as one of the nation’s leading restaurateurs. But when the Super Bowl came to Phoenix in 2015, we huddled the team together to figure out how we could make FRC the go-to food and drink destination for the thousands of hungry fans who would soon be pouring into town.

Fox Restaurant Concepts

The Solution

Knowing that the Super Bowl isn’t just about football—it’s one of the nation’s biggest food holidays—we focused on the unique food and beverage offerings from the 15 distinct concepts in the FRC chain, particularly True Food Kitchen and its master mixologist, Mat Snapp, whom we took on a media tour. We pitched recipe stories to national media and further built excitement and interest in FRC by creating as a resource for travelers visiting Phoenix.

The Results

We scored nearly 530 million impressions in a week, including Fox Restaurant Concepts’ first-ever national TV placement, a “Fox & Friends” segment with a visit to Culinary Dropout by Rich “Big Daddy” Salgado.
Other major coverage appeared in The New York Times, Condé Nast Traveler, Sunset,,, and many more.