Kyra Anzola

Experience what is right. Experience what is fair.

Experience the way you wish to be treated.
PR plan by: Kyra Anzola

"I have abided by the UNCG Academic Integrity Policy on this assignment. All work contained
within is my own work and follows the guidelines provided above:
_________________________________________

Kyra Anzola

Abstract
I would like to thank you for taking the time to review the enclosed public relations plan
for Firebirds Wood Fired Grill. This plan is designed to follow, measure and note any
changes regarding customer growth in a years time.
The first part of this plant contains client information based on research. This
information includes: short and long-term goal, strengths and challenges of Firebirds, a
list of client and target publics, competitors, and the strategic research design.
In the second section you will find information regarding: the communication objective,
which will allow Firebirds to communicate with their target public and the spokesperson
and entity for this event.
The third and final section of this plan contains information about the various
communication tactics being used to promote the event. There you will find a press
release, media advisory, and a news pitch, as well as media contact information. This
section is where you will also find the timeline for the year leading up to the event as
well as the event day itself.
The implementation of this plan will serve as a tool that Firebirds can to connect with
their target audience. Thank you again for taking the time to review this plan. We look
forward to working with you soon.

Kyra Anzola

Table of Contents
Section 1: Situational Analysis..4
Contact Information.....5
Days and Hours of Operation.5
Description of Services....5
Mission Statement6
Administrative Staff..7
Short- term goals..7
Long-term goals7
Strengths of Organization8
Challenges of Organization.8
Existing Competitors.9
Government and Regulatory Agencies..9
Reference Publications.10
Channels of Communication10
Exhaustive Ranked List of Client Publics..11
Opportunity Client Statement..12
Target Public Description and Defense.12
Target Public Demographics...12
Target Public Psychographics.13
Defense of Psychographics..14
Strategic Research Design...15
Budget Information.15
Section Two: Strategic Planning Detail...........................................................16
Communication Objective.17
Message.........18
Spokesperson.18
Spokes Entity..19

Kyra Anzola
Section Three: Communication Tactics.21
Event Description22
Event Rationale...23
Event Timeline.24
Event Day Timeline.25
Event Partners.26
Partner Rationale26
Publicity26
Media Contacts...26
Budget..27
Feedback.27
Sample Feedback Survey Questions..27
News/ Press Release.28
Electronic Media Release..29
Pitch Letter...30
Media Advisory....31
Appendix...32

Kyra Anzola

Section 1:
Situational Analysis

Kyra Anzola
Contact Information
Firebirds Wood Fired Grill
7716 Rea Road
Charlotte, NC 28277
Phone: (704) 752-7979
Website: http://www.firebirdsrestaurants.com
Days and hours of Operation
Monday- Thursday: 11:00 a.m. - 10:00 p.m.
Friday-Saturday: 11:00 a.m. 11:00 p.m.
Sunday: 11:00 a.m. 10:00 p.m.
Description of Services
With the first store opened at the turn of the millennium in Charlotte, North Carolina,
Firebirds has quickly become a neighborhood favorite. With powerful flavor,
personalized service, unexpected delights, and real value, Firebirds strives to create an
amazing environment for our customers every time, from the moment they step in the
door.
http://firebirdsrestaurants.com/about/

Kyra Anzola
Mission Statement
To keep Firebirds at the forefront of our industry, we have created a culture with four
foundational pillars:
People
We believe in hiring the best people and empowering them to perform to their full
potential. Honesty and integrity guide every action and underlie every policy. We train
extensively, provide meaningful opportunities for advancement and cultivate an
underdog mentality that prevents us from ever resting on our laurels.
Operations
Our guests deserve the best possible experience. To perform at this level- every time,
without exception- Firebirds focuses on operational readiness and efficiency. We sweat
every detail and we ensure that our team members have the tools necessary to do their
job. We have set the expectation high in every market with the belief that no detail is
too small, said CEO Mark Eason. For a restaurant to be successful it not only has to
offer delicious cuisine, but the entire dining experience has to come full circle. From the
savory aromas that even fill the outside air, to the knowledgeable and gracious staff, to
the warm ambiance and flavorful dishes using homemade ingredients, the experience at
Firebirds starts from the moment our guests arrive in the parking lot.
Profit
Success is the result of hiring great people and operational excellence working in sync
to manage costs and generate the profit necessary to continuously improve our
operation, recruit and retain the best talent, and invest in long-term growth. We are
fueled by our passion, but sustained by our profits.
Results
In addition to building sales and running profitable restaurants, we reward our staff for
creating a great working environment, for going above and beyond for our guests, and
for investing in us as we invest in them.
http://firebirdsrestaurants.com/about/

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Administrative Staff
Mike Wolf
Managing Partner
Phone: (704) 752-7979
Email: michael.wolf@fbgrill.com
Robert Breedlove
Executive Chef
Phone: (704) 752-7979
Email: Robert.breedlove@fbgrill.com
AJ Miklos
General Manager
Phone: (704) 752-7979
Email: aj.miklos@fbgrill.com
Short- term Goals

To reach six million dollars in sales by the end of 2015

To keep food costs below 30.5%
To keep profits at or above 38%
To penetrate further into existing markets by November of 2016

Long-term goals

To reach 6.3 million dollars in sales by the end of 2016

To reach a profit of 40%
To reduce food costs to 29%
To expand into new markets in the next five years

Kyra Anzola
Strengths of Organization
As part of their corporate philosophy, Firebirds has instituted four pillars which has
propelled the success of the business. The first pillar focuses on their employees.
People are the heart of any business and Firebirds embraces the process of finding the
right people to fulfill their vision. Having the right people enables operations to run
smoothly which produces profit for the company.
Firebirds staff selection is a very thorough process with a potential employee going
through three rounds of interviews before being hired. Firebirds focuses on selecting
staff members with a passion for the business and who believe in the cohesion of
teamwork. After selections have been made, employees go through several courses of
training including: menu tests, back and front of house tests, wine knowledge and
customer relationship training.
Through the selection and training of top employees, Firebirds creates an environment
where customers receive top service at a fair price while employees work in an
environment where advancement and security are promoted.
Challenges of Organization
Every organization has it challenges and for Firebirds it occurs in the back of the house,
the kitchen area. The challenge is securing chefs that have training and/or experience.
Firebirds prides itself on providing exceptional taste for exceptional value. In order to
achieve this they must hire experienced chefs who can put together outstanding meals,
continuously evolve the already extensive menu and maintain continuity in both taste
and presentation every time a dish is made.
The other challenge is managing the costs of food. Firebirds strives to provide the
highest quality of food at the best price. Cost impacts profits and any organization must
monitor over this aspect to secure long-term success. It is a constant challenge to
maintain equilibrium between the twofold factors.

Kyra Anzola

Existing Competitors
131 Main
9886 Rea Road
Charlotte, NC 28277
Phone: (704) 544-0131
Website: http://www.131-main.com
Cantina Fifteen Eleven
7708 Rea Road
Charlotte, NC 28277
Phone: (704) 752-9797
Website: http://www.cantina15eleven.com
Ruths Chris Steak House
6000 Fairview Road
Charlotte, NC 28210
Phone: (704) 556-1115
Website: http://www.ruthschris.com
Government and Regulatory Agencies
Internal Revenue Service (IRS) (State)
4905 Koger Boulevard
Greensboro, NC 27407
Phone: (336) 574- 6024
Website: http://www.irs.gov/uac/Services-Provided-Greensboro-Nc
Internal Revenue Service (IRS) (Federal)
P.O. Box 931000
Louisville, KY 40293-100
Phone: 1-800-829-4833
Website: http://www.irs.gov
Mecklenburg County Health Department
249 Billingsley Road
Charlotte, NC 28211
Phone: (704) 336-4700
Website: http://www.charmeck.org

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Reference Publications
Ballantyne Magazine
13860 Ballantyne Corporate Place, Suite 300
Charlotte, NC 28277
Phone: (704) 248-2076
Website: http://www.ballantynemagazine.com
QC Exclusive
Phone: (704) 218-9192
Website: http://www.charlotteexclusive.com
Email: qcexclusive@gmail.com
Channels of Communication

Facebook
Pintrest
Website
Online advertisement
Print Media
Word of Mouth
Twitter
Ballantyne Magazine
QC exclusive
Shift planning

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Exhaustive Ranked Labeled List of Client Publics

Rank

Public

Resource

Internal/External

1.

Customers

Reason to exist

External

2.

Future Customers

Reason to exist

External

3.

Staff

Workforce

Internal

4.

Administration

Guidance

Internal

5.

Suppliers

Provide Supplies/
Ingredients

External

6.

Media

Information/
External
Dissemination/Awareness

7.

Competitors

Motivation

External

8.

Event Planners

Referrals/ Catering

External

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Opportunity Client Statement

Since its first store opened at the start of the millennium, Firebirds Wood Fired Grill has
become a staple in the neighborhood. Powerful flavor, personalized service,
unexpected delights, and real value are proven concepts consistently promoted at
Firebirds. These concepts along with their foundational four pillars have shown to be
effective at the Stonecrest location. With annual sales at five million dollars, almost
double that of any other Firebirds restaurant and a staff of over 50 employees this
location has demonstrated what success looks like.
Firebirds prides itself on retaining loyal customers and easy access to new markets.
The biggest problem Firebirds Stonecrest currently faces is reaching 100% of current
clients in its present market. Many first time customers live in the area but have never
stepped inside Firebirds until that moment.
An opportunity exists here for Firebirds to increase media presence, connect further
with customers in their current market, and simultaneously achieve their long-term goal
of reaching sales of 6.3 million. Through implementation of this plan, Firebirds will be
able to achieve both long-term and short-term goals of sales and further market
penetration.
Target Public Description and Defense
Firebirds target public will be unreached customers in the current market of the 28277
zip code. Their current market reaches 23.7 square miles and almost 60,000 people
comprised of individuals between the ages of 18-65, families, and corporate businesses.
These customers are loyal and know what they can expect when you walk into Firebirds.
Target Public Demographics
The target public for this plan is the 23,000 residents of the Ballantyne area of the
28277 zip code who have never been to Firebirds. As Firebirds top public, customers
directly affect the success of the company. The target public will be male and female,
singles and families, of varied income levels and employment, between the ages of 1855.

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Target Public Psychographics
Achievers:

Have a "me first, my family first" attitude

Believe money is the source of authority
Are committed to family and job
Are fully scheduled
Are goal oriented
Are hardworking
Are moderate
Act as anchors of the status quo
Are peer conscious
Are private
Are professional
Value technology that provides a productivity boost.

http://www.strategicbusinessinsights.com/vals/ustypes/achievers.shtml
Thinkers:

Have "ought" and "should" benchmarks for social conduct

Have a tendency toward analysis paralysis
Plan, research, and consider before they act
Enjoy a historical perspective
Are financially established
Are not influenced by what's hot
Use technology in functional ways
Prefer traditional intellectual pursuits
Buy proven products.

http://www.strategicbusinessinsights.com/vals/ustypes/thinkers.shtml
Experiencers:

Want everything
Are first in and first out of trend adoption
Go against the current mainstream
See themselves as very sociable
Believe that friends are extremely important
Are spontaneous
Have a heightened sense of visual stimulation.

http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml

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Defense of Psychographics
The Achievers label is appropriate for this psychographic due to the fact that many of
the Ballantyne residents are employees in the Ballantyne Corporate Park as well as in
teaching, retail, and the food industry. Achievers are professional, hardworking, fully
scheduled, very goal oriented people, with a me first, my family first attitude. When
there are business meetings to be had, Firebirds is the place to go. The atmosphere
provides a professional and private environment where businessmen and women can
conduct meetings in a professional and enjoyable setting. After a long workweek
teaching at school or working in the office, Firebirds provides the perfect environment
for families to meet up and enjoy a relaxing dinner at a moderate price. Achievers are
consumers who are committed to both family and job and when they walk into Firebirds
they will experience that same commitment.
The Thinkers label is applicable to this psychographic as well due to the fact that
many Ballantyne residents are well established families and individuals who, due to
their generational linkage, have a historical perspective of being analyzers, researchers,
and planners. This target public is ideal for Firebirds because at any point in time a
customer knows that if any problem were to arise, it would be handled in an effective
and timely manor. Firebirds is a proven product that has historically stood economically
hard times. Customers who fall into the category of thinkers can be sure of Firebirds
operations.
The Experiencers label is the most applicable to the majority of the target population.
The Ballantyne area of the 28277 zip code reaches individuals of a variety of income
levels and social/community presence. The Charlotte area provides several forms of
entertainment and Firebirds has become a staple entertainment spot for lunches,
Holidays, and Friday, Saturday nights. Experiencers want everything, are very
spontaneous and sociable, believe that friends are very important and have a
heightened sense of visual stimulation. At Firebirds, Experiencers can have it all. It is
the perfect space to meet up with friends whether dining on the patio or inside next to
the fire at the bar, drinking a signature martini or bottle of wine; current customers who
identify as Experiencers can find it all at Firebirds.

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Strategic Research Design

In order to determine why current market individuals have not frequented Firebirds yet,
formal, primary research will be conducted to gather the necessary data from Firebirds
target public. At least 45% of Firebirds current population will be represented through
this research from a distribution of qualitative and quantitative questionnaires. This will
be a partial census as full participation, and therefore representation, is not expected.
Quantitative sample questions will include: What do you believe to an appropriate
price for a Burger, Steak, Salad, Drinks Etc., What is your Income range? $0-$10,000
etc. How many people live in your household? What are the ages of the household
members? Questions like these can easily be calculated, grouped, and analyzed.
Qualitative questions will make up the majority of the questionnaire, as they will allow
Firebirds to truly analyze and understand their target publics needs and wants, and how
they think. Qualitative questions will include: What do you look for in a local
restaurant? How do you like to unwind after a long day or long week of work? What
type of atmosphere or enviroment is most appealing to you?
400 surveys will be distributed through the postal service. Surveys completed and
returned will receive a $10 gift card. These surveys will be collected, grouped, and
analyzed to further understand the thinking of the customers as well as their needs and
wants so that Firebirds can provide an even better experience and attract new
customers.
Budget Information
The budget for this plan will be $7,500.

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Section 2:
Strategic Planning Detail

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Communication Objective
To penetrate further into the existing market and build positive relations with 500 new
customers, from the Ballantyne area of the 28277 zip code. The primary goal is
motivational, as this plan aims to show Firebirds target market exactly what makes
Firebirds a standout, exceptional restaurant worth dining at and motivate them to do so.
The secondary goal is informative. As the target public becomes more motived it will be
necessary to present information as needed for inquiring customers about the
restaurant. This will take place over the next year starting January 1, 2016 and ending
in January 1, 2017.
By motivating and informing Firebirds target public, Firebirds will be able to meet their
short term goals of penetrating further into existing markets by November of 2016,
gaining new customers, therefore also achieving their long term goals of $6.3 million in
sales by the end of 2016. Firebirds focus on people first rather than operations and
profits is a strength that will greatly assist them in achieving their short and long-term
goals.
To achieve these objectives, Firebirds will distribute quantitative and qualitative surveys
to potential patrons through the postal service. Distributing through the postal service
will allow Firebirds to dissect exactly which residents in the Ballantyne area of 28277
are patrons and which areas are ideal for targeting. As stated, 400 surveys have
already been sent out with all completed and returned postal surveys receiving a $10
gift card to Firebirds through the mail using the return address. As the year comes to an
end, post program surveys will be distributed to analyze the success of the program
including success in market penetration. The overall goal will be to receive feedback
from 75% of the mailed surveys. Distribution of surveys will fulfill the informational goal
of this plan. After target areas are identified, information pertaining to the Firebirds
community event will be distributed to the current and target publics/markets. This
information will fulfill the informational as well as the motivational aspect of this plan.

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Message
Experience what is right. Experience what is fair.
Experience the way you wish to be treated.
This slogan is representative of Firebirds target public, 500 new patrons from the 28277
zip code, due to its reassurance of fairness, equality, and high moral values. Firebirds is
an upscale establishment that is a representation of its community and its members.
This target is particularly appealing to Firebirds patrons because it represents not only
the company itself, but also the various types of people of Firebirds target publics. This
slogan is representative of achievers as they are committed, hardworking people that
are committed fully to their job and family, representing them in the best way possible.
This plan is particularly appealing to thinkers because they have an ought and should
benchmark for social conduct. At Firebirds, thinkers can always expect to have topnotch service and expect to be treated in the best way possible. Finally this slogan
mirrors the values of thinkers as they are very sociable and highly value friendship. At
Firebirds, can experience a personal connection with the staff and feel as though they
are personal friends. Overall this target is representative of Firebirds core value of
people above all. At Firebirds their focus is on the happiness of employees and
customers noting that happy people result in smooth operations and eventual profits.
Spokesperson
The chosen spokesperson for Firebirds will be Michael Wolf, managing partner of
Firebirds at Stonecrest. Michael received his bachelors degree in marketing from
Bloomsburg University of Pennsylvania. With skills in sales, hospitality, leadership,
teambuilding, marketing strategy, strategic planning, restaurant management and
customer service Michael Wolfe has used his knowledge to bring Firebirds to the
forefront of not only the company but the industry. Wolfe is the ideal representative for
Firebirds as he encompasses the beliefs of achievers, makers, and thinkers. Through
hard work and determination Michael Wolf has worked hard to get the to position he is
in today. Throughout his efforts, he has always emphasized the importance of treating
others right and building and maintaining relationships. This philosophy has earned him
great respect from employees and great accolades from Executives. A work and family
man, goal oriented, sociable person, Michael Wolf represents the Ballantyne Segment
of 28277 and Firebirds to a T.

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Spokes Entity

Experience what is right. Experience what is fair.

Experience the way you wish to be treated.
This entity best represents Firebirds target public by promoting growth, unity, cohesion,
and sustainability. Firebirds core value is people first. Within that, they emphasize
teamwork and cohesion above all, helping out a fellow employee and providing the best
experience possible for customers. The people holding hands around the globe
represent this value. The globe represents Firebirds commitment to bettering the planet
through sustainability and empowerment of people. Finally, the phoenix represents
Firebirds ability to constantly grow as a company and rise above in the industry.
Phoenixs represent strength, kindness, loyalty and ability to rebirth themselves.
Firebirds is a phoenix through and through, always placing loyalty above all and
customers needs and wants before anything. This thinking has allowed them to
consistently rebrand themselves and remain frontrunners in the industry. This entity
represents the target public because achievers, thinkers, and experiencers encompass
all that firebirds stands for. As aforementioned, Firebirds is a representation of its
community and its people. This original entity is possible because of Firebirds and its
target publics.

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Section 3:
Communication Tactics

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Event Description
Taking place on October 15, 2016, Firebirds administration, staff and current charity
partner Alexs Lemonade Stand will host a special dining event at Firebirds Stonecrest.
This event will be held from 5:00p.m. to 11:00p.m. and feature a buffet style dinner with
many of Firebirds signature items. The price will be $25 per person excluding alcohol
with 15% of total profits being donated to Alexs Lemonade Stand. Invitations with return
dates will be sent out to residents specifically in the target zip code of 28277, Ballantyne
with those patrons receiving first priority and specialty seating. The event will be open to
the rest of the public and current patrons at a walk in basis. Having the event at
Firebirds will allow for maximum exposure to their target public. At this event the guests
will be able to experience what Firebirds is all about. For the event Firebirds will have
representatives from Alexs Lemonade Stand and lemonade booths set up to highlight
the importance of fighting childhood cancer. Firebirds has been a longtime partner of
Alexs Lemonade Stand Foundation (ALSF) and through the corporate partnership have
raised over $250,000. Firebirds commitment to ALSF highlights several of the qualities
and values that their target publics of achievers, thinkers, and experiencers believe in.
During the event spokesperson and managing partner Michael Wolfe will be on site to
greet guests, attend to any and every guest or staff need, and provide support to the
employees. His presence will allow him to talk face to face with the target public and
gain a better understanding as to what they are looking for in an establishment. Having
current patrons, new patrons, staff, administration, and ALSF in attendance is a
complete representation of the spokes entity as it represents people coming together
and Firebirds and ALSF growing together. The event will be funded through the allotted
money leftover from the first phase of this plan. All employees and representatives of
ALSF will be notified of this even via email and announcements from Michael during
Staff meetings. A pitch letter and press release will be sent out to the Ballantyne
Magazine. Post surveys will be sent out to the target market to determine the
satisfaction level of their experience and the overall success. likes and dislikes about
the event and restaurant. Post even updates will also be made through social media to
inform Firebirds various stakeholders of the success of the event.

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Event Rationale
The primary purpose of this event is to build positive relations with Firebirds target
public of 500 new customers from the Ballantyne area of the 28277 zip code. Having
this event will allow Firebirds staff and management to show new patrons exactly what
Firebirds is about. The event will be designed to target each public psychographic
through staff, management, and charitable interaction.
Achievers are professional, hardworking, fully scheduled, very goal oriented people,
with a me first, my family first attitude. While at this event, achievers will experience
all that they believe in as highly trained employees serve them in a successful
establishment that provides a professional but intimate atmosphere. Achievers will not
only appreciate the hard effort that Firebirds staff and management put into their work
but the cohesion and unity the staff exhibits. Thinkers will enjoy this event due to the
fact that they will be dining at a historically stable, financial, and established restaurant.
Thinkers will appreciate the stability that comes from dining at Firebirds. As well,
Experiencers will be elated with this event. Experiencers want everything, are very
spontaneous and sociable, believe that friends are very important and have a
heightened sense of visual stimulation. At this event, experiencers can have it all. It will
be held in the perfect space where experiencers can meet up with friends. While here
they can dine on the patio or inside next to the fire at the bar, drinking a signature
martini or bottle of wine.
As aforementioned, Firebirds is the perfect location for this event as it will allow servers
and administration easy access to any necessary supplies and better support, and more
importantly will allow the target public to fully experience what Firebirds is like. With a
warm fire, a buffet line of several signature dishes, specialty drinks, and full staff service,
Firebirds future patrons will soon enough become loyal patrons.

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Event Timeline
To insure enough time to send out and receive the reservation invitations, establish food
orders, plan out seating, staff schedules, coordinate with ALSF, and ensure maximum
participation, the following timeline will be in effect starting January 1, 2016 through the
event and post event actions.
March 4th, 2016

Call contacts at Alexs Lemonade stand to begin event

coordination.

April 12th, 2016

Announce at monthly staff meeting that this event will take

place in October.

May 4th, 2016

Send out invitations to the target public with return date.

June 1st, 2016

Last day for invitations to be returned with responses.

July 10th, 2016

Finish coordinating with ALSF including representatives

attending and booth set up.

August 1st, 2016

Send press release to the Ballantyne Magazine.

August 1st, 2016

Send pitch letter to editor of the Ballantyne Magazine.

August 5th,2015

Begin taking reservations from public

August 20th, 2016

Update social media platforms to generate more interest

September 1st, 2016

Finalize staff schedules for the event and seating for the first
round of reservations

September 23rd, 2016

Order food and supplies to be delivered two days before event.

October 15th, 2016

Host event.

October 20th, 2016

Send post event surveys out with return date.

November 5th, 2016

Evaluate responses from survey, and determine success.

November 10th, 2016

Post updates on Social media and thank everyone for their

involvement.

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Event Day Timeline

8:00 a.m. 10:00 a.m.

Firebirds Staff arrive as usual and set up for normal restaurant

running.

11:00 a.m.

Restaurant opens and runs normally.

3:00 p.m.

Restaurant closes. Set up begins for event.

3:45 p.m.

Morning staff leaves, afternoon staff arrives.

4:00 p.m.

Alexs Lemonade Stand sets up boots.

5:00 p.m.

Restaurant reopens and hostesses begin seating

11:00 p.m.

Restaurant closes, no more tables will be sat.

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Event Partners
Alexs Lemonade Stand FoundationThis foundation will provide booths for lemonade
while patrons wait for their table and raise awareness for a cause dear to Firebirds heart.
Partner Rationale
Already a corporate sponsor of Alexs Lemonade Stand Firebirds felt that partnering up
with ALSF would not only increase their connectivity with the target public, but also raise
awareness and money for Childhood cancer through a foundation dear to many
peoples hearts.
Publicity
Controlled

Invitations sent to target public.

Email reminders sent to employees and representatives at ALSF.
Media announcements ( posted pre- event) on Firebirds website, Twitter account
and Facebook page.
Flyers

Uncontrolled

Press release
Word of Mouth
News coverage (pre-event) from local media.

Media Contacts
Regina Robertson
Editor-in- Chief
Ballantyne Magazine
13860 Ballantyne Corporate Place, Suite 30
Charlotte, NC 28277
Email: rrobertson@balantynemagizine.com
Phone: (704) 248-2076
Diana Blocker
Associate Publisher, Sales, Advertising
13860 Ballantyne Corporate Place, Suite 30
Charlotte, NC 28277
Email: dblocker@ballantynemagazine.com
Phone: (704) 248-2155

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Budget
The budget for this plan is $7,500. 275 surveys were returned and one gift card was
sent to each of those residents costing a total of $3500 including postage for all mail
sent and gift cards. The remaining budget will be left to cover food, setting, and any
other necessary expenses. Any remaining money will be returned to Firebirds.
Feedback
During the event Michael Wolf, AJ Miklos, and Robert Breedlove will go around greeting
guest and collecting informal verbal feedback. After the event surveys will be sent out
for patrons to give more formal feedback and allow Firebirds to ascertain the level of
success of the event.
Sample Feedback Survey Questions
1. What were your initial expectations of this event?
2. Over the course of the evening, how did your perceptions of Firebirds change if any
perceptions?
3. What would you further recommend to make your experience a better one?
4. Would you return to Firebirds again?
5. Would you recommend our restaurant to a friend or family member?

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7716 Rea Road, Charlotte, NC 28277

NEWS RELEASE
August 1, 2016
FOR IMMEDIATE RELEASE

Contact Information:
Kyra Anzola, Public Relations Director
Phone: (704) 752- 7979
Email: kyra.anzola@fbgrill.com

FIREBIRDS FANTASTIC BUFFET

Buffet style dinner honoring patrons and raising money for childhood cancer
Charlotte, NC In partnership with Alexs Lemonade Stand Foundation, Firebirds
Stonecrest will be hosting a buffet style dinner featuring several of our menus signature
items. This event is being held to thank our loyal patrons and welcome new community
members to the Firebirds family while raising money to fight childhood cancer. The
dinner will take place on October 15, 2016 from 5:00p.m. to 11:00p.m. with 15% of the
events total profits being donated to Alexs Lemonade Stand Foundation. Beginning
August 5, 2016 reservations will be accepted for this event and walk ins are welcomed.
The price is $25 per person excluding alcohol, with children five and under free.
Firebirds Stonecrest has maintained success for over 15 years and that is in large part
due to the loyalty of our amazing customers. Without them, there would not be a need
for Firebirds. This event is our way of saying thank you for all your years of loyal
patronage and welcoming new members into the Firebirds family. said senior staff
member Lindsey Shaw.
With a foundational pillar of people first, it is our hope that the community sees how
much we truly value them and others through this dinner and our partnership with Alexs
Lemonade Stand Foundation. said Manager AJ Miklos. Firebirds goal through this
event is to give back just a fraction of what they have been given by the community.
Firebirds Wood Fired Grill is a classic American restaurant known for its authentic wood
fired entrees infused with bold flavors. For more information about this event or
Firebirds please contact managing partner Michael Wolf at (704) 752- 7979, or via email
at michael.wolf@fbgrill.com, or Kyra Anzola Public Relations Director at (704) 6097196, or via email at kyra.anzola@fbgrill.com.
-###-

28

Kyra Anzola

August 1, 2016
FIREBIRDS FANTASTIC BUFFET
Image of Firebirds
Stonecrest
Charlotte, NC- Firebirds Stonecrest will host a buffet style dinner to welcome new
patrons to the Firebirds family and honor old patrons for their continuing loyalty to
Firebirds. Partnering with the childhood cancer charity Alexs Lemonade Stand
Foundation, the event will take place on October 15, 2016 from 5:00 p.m. to 11:00 p.m.
For a price of $25 per person with children five and under free, excluding alcohol, come
and experience what Firebirds is all about. Whether enjoying the buffet next to our wood
burning fireplace in the bar or out on the patio, this event will be a night to remember.
Firebirds will donate 15% of the events profits to Alexs Lemonade Stand.
With a foundational pillar of people first, it is our hope that the community sees how
much we truly value them and others through this dinner and our partnership with Alexs
Lemonade Stand Foundation. said Manager AJ Miklos. Firebirds goal through this
event is to give back just a fraction of what they have been given by the community.
Firebirds Wood Fired Grill is a classic American restaurant known for its authentic wood
fired entrees infused with bold flavors. For more information please visit
www.firebirdsrestaurant.com or managing partner Michael Wolf at (704) 752- 7979, or
via email at michael.wolf@fbgrill.com.
Contact Information
Kyra Anzola, Public Relations Director
Phone: (704) 752- 7979
Email: kyra.anzola@fbgrill.com

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Ballantyne
Magazine
feature Story
on Firebirds

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29

Link to
Alexs
Lemonade
Stand
Foundation

Kyra Anzola

August 1, 2016
Contact Information:
Kyra Anzola
Phone: (704) 752- 7979
Email: kyra.anzola@fbgrill.com
Regina Robertson
Editor-in- Chief
Ballantyne Magazine
Address: 13860 Ballantyne Corporate Place, Suite 30
Charlotte, NC 28277
Phone: (704) 248-2076
Dear Regina
My name is Kyra Anzola, Public Relations Director for Pivot PR. Our client Firebirds
Wood Fired Grill of Stonecrest is hosting a buffet to welcome new patrons, and honor
old patrons for their continuing loyalty to Firebirds. For this event, Firebirds will be
partnering with the current partner, childrens cancer charity Alexs Lemonade Stand
Foundation. The dinner will take place on October 15, 2016 from 5:00p.m. to 11:00p.m.
with 15% of the events total profits being donated to Alexs Lemonade Stand.
To honor our loyal patrons whom who owe so much of our success to, welcome new
community members to the Firebirds family and raise money for a cause so dear to the
Firebirds family. Firebirds will be having a buffet featuring several of their signature
menu items for a set price.
This event will be a wonderful story to feature as it brings forth the values reflected by
Firebirds and the community as a whole. For Firebirds, people are the forefront of their
foundational pillars. This event will showcase the dedication Firebirds has to their
patrons both new and old and the cause they hold dear. At the event we will have
photographers in place and Michael Wolf has happily agrees to sit down for an
interview. If you have any questions about the event please do not hesitate to contact
me at (704) 609-7196, or via email at kyra.anzola@fbgrill.com. I will contact you about
the interview August 10 along with any other details.
Thank you for your time,

Kyra Anzola, Public Relations Director

30

Kyra Anzola

MEDIA ADVISIORY
Contact: Kyra Anzola, Public Relations Director
(704) 609-7196 or at kyra.anzola@fbgrill.com

Firebirds Stonecrest to host Fantastic Buffet

WHAT:

Firebirds Stonecrest will host a buffet style dinner to

welcome new patrons to the Firebirds family and honor old
patrons for their continuing loyalty to Firebirds.

WHEN:

Saturday, October 15, 2016 from 5:00 p.m. to 11:00 p.m.

WHERE:

Firebirds Stonecrest 7716 Rea Road, Charlotte, NC 28277

WHO:

Michael Wolf, Managing partner

WHY:

Firebirds Stonecrest will host this buffet style dinner

featuring several of our menus signature items. This event
is being held to thank our loyal patrons, welcome new
community members to the Firebirds family while raising
money to fight childhood cancer and bring forth the values
reflected by Firebirds and the community as a whole.

BACKGROUND:

Firebirds Wood Fired Grill is a classic American restaurant

known for its authentic wood fired entrees infused with bold
flavors. It has became a staple in the neighborhood for
friends and family to meet up and business meeting to take
place.

MEDIA INSTRUCTIONS:

Photographers will be asked to arrive one hour before the

event arrives. Interviewing patrons while dining is strictly
prohibited.

For more information please contact Michael Wolf at (704) 752- 7979, or via email at
michael.wolf@fbgrill.com.

31

Kyra Anzola
Sample Informative Survey Questions
Residents of the Ballantyne area will be sent this survey to take before the event. It will
serve as a benchmark for attitude about Firebirds and possible clientele demographic
specifics. Below are a few questions to be listed on this survey.
Sample quantitative questions will include the following and will provide data that can be,
grouped, analyzed, calculated, and measured.
1. What is your income between?
$0- $10,000
$10,000-$50,000
$50,000-$100,000
$100,000 and above
2. What do you believe the average price of a quality meal should be?
$5-$10
$10-$15
$15-$20
$20-$25
$30 and above
3. How many people live in your household?
1
2
3
4
5
6+
4. What are the ages of the house hold members?
0-5
5-10
10-15
15-25
25-50
50+
Sample qualitative questions will include the following and allow residents to elaborate
on their opinions, thoughts, and attitudes.
5. What do you look for in a local restaurant?
6. What do you consider a pleasurable dining experience?
7. Are you more or less inclined to visit a nice restaurant that is children friendly?
8. What do you like to do to unwind after a long week?

32

Good times await

Experience what is right,
experience what is fair;
experience the way you
wish to be treated.
Stonecrest at Piper Glen
7716 Rea Road
Charlotte, NC 28277
Phone: (704) 752-7979

Hours of Operation

you!

After a long day, head over

to Firebirds for great food
and good times. Enjoy one
of our private label wines or
a signature martini next to
our wood fire in the bar, on
the patio or in the dining
room.

Top: Beef Sliders with

16 oz. draft beer

Sunday-Thursday 11a.m.10p.m.

Friday-Saturday 11a.m.11p.m.

At Firebirds, an atmosphere
of upscale comfort and
warmth awaits you as you
dine on some of our most
signature dishes such as
our Lobster Spinach Queso

Middle: Filet Mignon

with loaded bake potato
Bottom: Cheesecake
topped with fresh
berries

Restaurant Information

Cuisine: American, Steak House,

Seafood.
Price Range: $$$= $15-$18 Lunch/
$28-$32 dinner.
Dress code: Smart Casual

Enjoy authentic wood-fired steak and seafood entres, bold-flavors, specialty cocktails and
select wines in a polished-casual atmosphere offering top-notch service and upscale dining at
a modest price.
Alexs Lemonade Stand Foundation
Powerful flavor
Every Firebirds location supports Alexs
Firebirds Wood Fired Grill serves classic
Lemonade Stand Foundation by donating
American cuisine infused with bold flavors,
one dollar from the sale of every Firebirds
fresh herbs and spices that ensure the last
Fresh Squeezed Lemonade to fund the
bite is as flavorful as the first.
fight against childhood cancer.
Complementing our hand-cut steaks,
Personalized service
seafood and signature specialty dishes, we
Whether its for a business dinner or casual
offer hearty pastas, entre salads, firelunch, our staff has a true talent for tailoring
grilled burgers and desserts so popular
the experience to the occasion. We also
they have a following of their own.
excel at serving our youngest guests with
Firebirds founder Dennis Thompson says,
activity-rich menus and made-to-order
Grilling over the open flame gives our
preparations. The opposite of a cookiecooking a unique character, and our
cutter chain, Firebirds treats guests like the
individuals they are.

Parking: Adjacent/ Complimentary

Valet (Thursday, Friday, Saturday
evenings.)
Reservations: Recommended, but
optional.
Take-out: Call (704) 752-7979 to
place your order.
Happy Hour: bar bites every
Monday through Friday 4p.m.6:30p.m. in the FIREBAR and on
the patio and drink specials all day
Wednesday throughout the entire
restaurant.
Payment methods: American