GrillSmith Restaurants Announces Brand Re-Launch with New Creative Campaign, Website and Menu

GrillSmith, a refined-casual, chef-inspired restaurant concept that specializes in innovative and creative interpretations of classic American dishes has launched a rebranding campaign complete with a new creative look and feel, an innovative website and an overhauled menu to define the Tampa-based six-unit restaurant company’s identity for the first time since the concept originally opened in 2004.

“To lay the foundation for this rebrand, we conducted research and gathered feedback on what GrillSmith meant to our target customers,” said Cindy Haynes, senior vice president of marketing for Front Burner Brands, restaurant management company for GrillSmith. “Using that research, we worked with advertising agency of record Red Tettemer + Partners to develop the first-ever integrated creative campaign that truly conveys the GrillSmith brand and defines the concept – eliminating any past guest confusion.”

GrillSmith’s new creative campaign centers around the GrillSmith, a man who perfected the artistry of the grill. Delicious, exciting food is the GrillSmith’s cornerstone and it must be served well, with a smile, in an atmosphere where patrons can relax and feel special. That’s how a great meal should be enjoyed. GrillSmith's orders.

As a natural part of this creative campaign, GrillSmith launched a revamped website, grillsmith.com, to provide a better user experience that is more visually appealing, utilizes intuitive navigation and offers relevant content about the GrillSmith dining experience.

GrillSmith also introduced a new menu featuring the addition of small plates and new starters like Voodoo Cheese Fries and Spicy Thai Chicken, a spin-off of GrillSmith’s signature Spicy Thai Shrimp.

Leading GrillSmith into this new era is president Billy Grimm, who was named president of the restaurant concept in May 2011. As president, Grimm presides over GrillSmith’s overall operations including culinary development, training, purchasing and distribution and finance and accounting. He also oversees the company’s strategic growth. Previously, Grimm was vice president of emerging brands for Front Burner Brands.

In addition, GrillSmith promoted Joe Guli, former executive chef at GrillSmith in New Tampa, to GrillSmith corporate chef. In this position, Guli supervises culinary operations for all six GrillSmith locations and serves as the head GrillSmith, leading a team of six GrillSmiths marked by their red chef coats in each kitchen.

As the concept repositions itself, GrillSmith is considering possible expansion into other markets in Florida.

For more information about GrillSmith, please visit www.grillsmith.com.