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CASE STUDY | Anthony’s Coal Fired Pizza
Overview In 2007, O&G began overseeing all Anthony’s Coal Fired Pizza PR and marketing. Led by restaurant entrepreneur Anthony Bruno and investors that included local legend Dan Marino, the brand had three successful South Florida restaurants and was planning a major expansion, including markets where the concept had no visibility or name recognition. With a very small advertising budget, Anthony’s relied upon PR and marketing to launch its new locations, build and sustain traffic, distinguish the brand from competitors and generate buzz.
GOOD IDEAS
  • Highlight the brand’s personalities, focusing on Bruno, Marino and “pizzaiola” Michelangelo Mozzicato
  • Secure business stories on brand’s success and planned expansion
  • Develop and execute comprehensive PR and marketing for each new market, including unique grass roots programs, media relations and business partnerships
  • Create “Well Done” event to recognize community leaders while emphasizing brand’s trademark cooking method
  • Introduce brand to social media and establish a strong Facebook and Twitter presence through co-branded events with NHL team and media partners
GOOD RESULTS
  • Anthony’s Coal Fired Pizza has grown to nearly 50 restaurants (and counting) across Florida and the Northeast
  • Our constantly evolving new store plan is rolled out in all locations
  • Business media stories included coverage in New York Times, Pittsburgh Post-Gazette, Miami Herald, Sun-Sentinel and many more
  • Bruno has become one of region’s most recognizable restaurateurs, with an established presence in additional markets
  • Developed strong social media presence across numerous platforms, consistently ranking among the top restaurant brands in independent surveys