Of presidential promos and other ad strategies

Nation's Restaurant News, June 4, 1990 by Rick Telberg

Of presidential promos and other ad strategies

Not every restaurant can get a plug from the president of the United States.

But then not everyone promotes his or her restaurant as tirelessly as Stan Clark does.

Clark, owner of Eskimo Joe's in Stillwater, Okla., told a seminar crowd at the National Restaurant Association show here that "it was the best piece of advertising we ever had."

In a commencement address at Oklahoma State University, President Bush endeared himself to the Class of 1990 by telling them, "Barbara told me to get a beer and some cheese fries at Eskimo Joe's."

To thunderous applause, he added, "I hope they have enough T-shirts for all the grandchildren."

But Bush's mention capped almost 15 years of heavy promotions at the restaurant. For example, at Eskimo Joe's 14th anniversary last July, Clark pulled in 14,000 people.

Clark shared the panel titled "Big Promotions" with Robert J. Morris, owner of Mor Food 'N Fun in Santa Monica, Calif.

Morris told the crowd of about 180 people that he advertises heavily on local Cable News Network broadcasts in Los Angeles for as low as $12 per spot from midnight to 6 a.m.

"With our crowd," Morris explained, referring to the clientele of R.J.'s. The Rib Joint, "you know they are up late or up early."

He advised other operators to look into local cable television. "Some of them are so cheap the salesmen don't even have rate cards," he said.

Morris also operates the high-volume Gladstone's restaurant and Malibu Sea Lion U.S.A.

Clark's other operations include the Stillwater Bay Oyster Co., Mexican Joe's and a retail outlet, which merchandises Eskimo Joe's clothing.