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FOR IMMEDIATE RELEASE JUNEAU, AK (August 21, 2003) - On August 12,
2003, 66 Steak and Ale restaurants added Recent research results alerted the chain that they needed to broaden their appeal, especially to women, which included adding a great-tasting fish to their menu. According to Sean Bertin, Senior Manager of Marketing for Steak and Ale Restaurants, "The flavor found in Alaska Rock Sole complements our existing menu. The quality and flavor of this deepwater fish paired with the marketing support we received from the Alaska Seafood Marketing Institute to promote this new entrée, made the decision to add Alaska Seafood easy." In addition to the Alaska Rock Sole entrée, Steak and Ale added two pasta dishes, one scrumptious dessert item as well as a limited time baby back ribs offering. These new menu items are being promoted with collateral displayed throughout the restaurant and also by a menu insert, direct mail postcard and permission e-mail to their core guest base. A free-standing insert (FSI) will also hit targeted magazines and newspapers in September. Available year round, Alaska Rock Sole is a deepwater flatfish that is also referred to as flounder. There are five species of sole that are harvested in Alaska, including Dover, Rex, Flathead, Yellowfin and Rock. Alaska Rock Sole is known for its delicate mild flavor and tender texture. The average weight is one to two pounds. Steak and Ale is a legendary steakhouse brand that has created a unique niche of affordable fine dining, serving signature steak and prime rib entrees in a casually elegant atmosphere. Recapturing the warm and cozy ambiance of 18th century English inns, Steak and Ale has broad appeal among guests who are weary of noisy steakhouses and sensitive to the high-dollar tabs at fine-dining restaurants. Steak and Ale's core baby-boomer guests have rediscovered the chain as the concept revives its brand heritage. -30- |
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