Case Study
Tony Romas
Project Overview
As the world’s first and largest casual dining restaurant chain specializing in ribs, Tony Roma’s was looking to expand their retail licensing program both in the U.S. and internationally. The company engaged Broad Street Licensing Group (BSLG) to create a brand licensing program that would grow and revitalize the brand’s presence on retail shelves and into more consumers’ shopping carts.
Results
BSLG identified strategic brand extension opportunities and negotiated licensed partnerships that brought the Tony Roma’s brand into new product categories and retail channels including Costco, Publix, Meijer, Walmart, Albertsons and other major stores across the U.S. We extended the licensing program into Europe, Asia, Mexico and Australia, furthering the brand’s reach internationally. In addition, Broad Street forged an exclusive licensing partnership with Walmart Japan, creating the retailer’s first-ever restaurant exclusive in the territory, bringing Tony Roma’s legendary American barbeque ribs and sauces into Japanese homes.
“Working with Broad Street Licensing Group is like having a full-service licensing & consumer goods division in a briefcase, ready to deploy. Their expertise & deep understanding of food licensing is unparalleled, and has been instrumental in expanding the Tony Roma's brand at retail, both domestically and internationally.”
Jim RogersChief Marketing Officer, Tony Roma's
