LE&A was retained by Bonefish Grill to assist with the opening of their first restaurant in Michigan. The “grand opening playbook” included development of a local media list and the creation of an extensive database of key local contacts, coordination and management of events such as media night and charity nights, in addition to general media relations.

The result was the most successful media night of any previous Bonefish opening nationwide, as well as extensive media coverage of the opening including print and broadcast coverage.

Due to the success of the Grand Rapids opening, LE&A was selected to lead the openings of two Detroit-area openings a year later, besting Detroit-based firms for the account.