Chop Steakhouse & Bar celebrates back-of-house artistry

Chop Steakhouse & Bar is drawing a link between the art of food prep and conventional artistry in an attempt to stand out.

The brand unveiled its 2024 Steak Masters menu across 17 locations in Canada this week. The brand’s hero spot draws a parallel between food prep and artistic works using match cuts, split screen and a variety of editing techniques to showcase executive chef Stephen Clark’s premium menu creations, interspersed with artist tools of the trade, like brushes.

“We definitely wanted to go against the grain to avoid falling into the ‘sea of same’ and showcasing the brand and an elevated Steak Masters feature menu,” says Brett Wills, director of marketing and brand for Chop Steakhouse & Bar. Wills tells strategy that great food is the centerpiece of a great evening out, noting that Clark curates a menu every year that showcases his mastery of steak as a way to differentiate the chain from competitors like The Keg.

“We strive to achieve success like The Keg has built after decades of work, so we will always keep an eye on them and what they’re doing,” Wills says. “But we feel our more modern décor, atmosphere and food/cocktail menu offering help set us apart if people are looking for an alternative… or a similar type of steakhouse restaurant.”

Steakhouses typically draw diners for special occasions, but Wills says Chop is a place people can come regularly to enjoy a great meal, service and atmosphere.

To that end, on premise, Chop is offering guests three collectible postcards, each featuring a painting by Vancouver-based artist John Capitano. Guests are encouraged to collect all three masterpieces for a chance to win a Chef’s dinner for six hosted at a local Chop.

“We wanted to give our guests something unique and memorable at the end of their meal that allowed the menu items to extend beyond the restaurant,” Wills says. “With the help of [agency partner] Full Punch, we landed on the set of postcards that features Capitano’s exclusive work, giving a wonderful full circle moment back to our campaign creative paralleling art and our Steak Masters dishes.”

As Wills explains, the brand doesn’t want to give away “stuff,” but instead wants to offer giveaway experiences instead.

“We see social and email contesting as a complement to the overall brand experience, a way to attract new guests,” he notes.

Essence developed the media campaign strategy focusing heavily on video and static with paid social via Meta & TikTok, as well as display, digital radio, the Weather Network and more.

“Guest Count for restaurants is the true ROI, and for this campaign it’s no different,” Wills says. “That’s why we have a 100% digital campaign where we can track as much as possible, to show the true success of the campaign and feature menu.”

The campaign is by Full Punch, with which the brand began a relationship in 2022. Chop Steakhouse & Bar owner Northland Properties is also parent of premium restaurant chain, Moxies and hotel operator, Sandman.