Famous Dave's: boning up on the competition

Nation's Restaurant News, May 12, 1997 by Amy Zuber

While Famous Dave's has relied primarily on word-of-mouth advertising, the company has a "Ribmobile," which participates in local rib festivals and barbecue contests. To increase brand awareness, Famous Dave's recently began selling its BBQ sauces in about 130 grocery stores in the Twin Cities area.

Famous Dave's is developing a media plan that will include radio and print and will promote the restaurants as "Legendary Pit Barbecue," according to Stan Herman, vice president of strategic planning and marketing. The 60-second radio spots feature a blues singer with a distinctive baritone voice who says he cheers himself up by eating barbecue at Famous Dave's.

The blues music is another integral component of the concept. In fact, blues music -- another lifelong passion of Anderson's -- is featured in both the shacks and the club. Anderson personally mixes in his home the CD titles that play in his restaurants. But as the company grows, Anderson says, one of his biggest challenges will be to maintain the energy and the attention to detail that he has created in Famous Dave's -- even winch he can no longer visit each restaurant on a regular basis.

In line with his philosophy, Famous Dave's is preparing a video for every new employee that includes a history of the company and Anderson's life story. He says he wants to share his work ethic with his staff.

"I know what it's like to dig in your seat for change to buy milk for your children," Anderson says, referring to the bankruptcy he experienced with his florist business.

He adds: "I have learned from my mistakes. You have to have good advisers. Every detail is important -- from financial to food. And it is crucial to hire passionate, alive, cheerful people."