By Dan Macdonald, contributing writer
Market research says word-of-mouth advertising is best because it is effective and inexpensive.
Area restaurants and bars featured on the Food Network, CNBC, Paramount Network and the Travel Channel generally, but not universally, say it was a good experience.
In some cases, it saved the business and in others it spiked sales, both after the premiere and after reruns.
Programs like “Diners, Drive-Ins and Dives,” “The Profit,” “Restaurant: Impossible,” “Bar Rescue,” “Invention Hunters,” “Guilty Pleasures” and “Adam Richman’s Best Sandwich in America” have visited Jacksonville for food to feature, restaurants to fix or financial investments to make.
The tvfoodmaps.com site lists restaurants featured on such programs.
Among the local companies featured were Sweet Pete’s, Metro Diner, Olio, Culhane’s Irish Pub and Restaurant, Cap’n Odies, Sydney Australian Beach Club, 3 Gypsies, Singleton’s Seafood Shack, Bold Bean Coffee Shop, Fatballs Bar and Grill and Maple Street Biscuit Company.
Secret Garden, on Beach Boulevard, was sold after it was featured on “Restaurant: Impossible.”
Repeats reap benefits
Many of the episodes are repeated throughout the year and business spikes each time.
Mary Jane Culhane and her three sisters own Culhane’s Irish Pub and Restaurant in Atlantic Beach. It was featured on “Diners, Drive-Ins and Dives” in 2010.
“It re-aired three weeks ago,” she said. “We can tell. It’s the gift that keeps giving.”
Olio’s grilled duck sandwich was featured on “Adam Richman’s America’s Best Sandwiches.”
“
I have a guy from North Carolina who regularly drives down to Miami and he calls me before he leaves so he can pick up a (grilled duck sandwich) at 3 p.m.,” said Greg DeSanto, owner and executive chef.
The Metro Diner has received recipe requests from as far away as California.
The chosen
Shows vary in how they choose their subjects. Some of those featured apply, others are nominated.
In the case of “Diners, Drive-Ins and Dives,” customer emails can attract a visit. Metro Diner co-owner Mark Davoli said producers were overwhelmed by the number of customer emails it received.
Other shows count on restaurant owners to plead their case via email.
And in some cases, while a crew is in town for one show it might explore the area for other candidates, which allows it to shoot several segments with the same crew on one trip.
In the case of Sweet Pete’s, Peter and Allison Behringer were operating in a Springfield house they turned into a candy store and were financially struggling.
They watched “The Profit” and after the program and a bottle of wine, emailed the program about their plight. Within days the interview process began.
Millionaire investor and show host Marcus Lemonis wanted to add a candy store to his portfolio, his production crew was in the area shooting other shows and he liked their story.
He also was intrigued by Peter Behringer’s revenue-producing candymaking field trips.
There also was real-life conflict because the Behringers needed to buy out a partner, a process that became part of the show. What started as a $750,000 investment by Lemonis for half the business has grown into an infusion of $3.5 million for equipment, inventory and the purchase and refurbishing of the historic Seminole Club building Downtown.
As a partner, Lemonis visits the store unannounced to check on the books, the appearance and other details. He continues to regularly make changes.
The process
Owners say what viewers see is real. Several weeks before a crew comes to film, there are lengthy calls and background checks.
In the case of “Diners, Drive-Ins and Dives,” restaurant inspections are reviewed to ensure the show is featuring reputable establishments.
Film crews come in a day before and shoot environmental shots, known as b-roll, to include customers, the restaurant exterior and street scenes.
If cooking is involved, chefs will prepare the dish so the show can film from several angles.
The next day the host comes in and in most cases doesn’t talk to the chef until filming begins. There can be retakes to smooth out dialog and correct mistakes.
“Our segment was 13 minutes and 42 seconds long,” said Davoli at Metro Diner.
“There was more than 19 hours of filming.”
Guy Fieri of “Diners, Drive-Ins and Dives” worked the crowd and posed for pictures with employees and guests.
With “Restaurant: Impossible and “Bar Rescue,” the host finds a financially struggling restaurant or bar, redecorates it, reworks the menu and retrains the staff and the manager boot-camp style, usually with yelling.
A rescue reversal
The “Bar Rescue” episode featuring Fatballs Bar and Grill on 103rd Street was filmed in January and premiered Sunday.
Host Jon Taffer rebranded it Bayou a New Orleans Bar & Grille.
The experience was not what owner Antonio Azer expected. He said the name change and the menu and drink alterations seemed to confuse area customers.
“I don’t think he properly studied the demographics of this area,” Azer said.
While the new menu featured seafood, the Creole and Cajun cuisine didn’t fit his clientele. Items like the shrimp beignets and roast beef po’boys rarely sold and have been taken off the menu.
The signature cocktails “Bar Rescue” created remain but few people try them, instead sticking to familiar margaritas and Long Island iced tea.
Azer said he ended up on the program after receiving an unexpected call from the “Bar Rescue” production staff asking if he was interested.
Familiar with the show, Azer agreed in hopes of receiving a remodel for his 3-year-old restaurant.
He is generally pleased with the new look, but has no idea what it cost because the supplies and labor are donated to the show for promotional recognition.
He changed the name back to Fatballs because he said the show did not pull proper city permits for the restaurant to operate under the new name.
He said it cost $2,000 to buy and erect the new sign. The city issued permits Friday for the Fatballs sign.
Besides, he said, the Bayou name wasn’t bringing in customers.
While Azer said the show was not scripted, he did think it was manipulated. The opening segment shows Taffer entering an empty bar, but Azer contends that production staff kept customers from entering.
He said the only time he spent with Taffer was when the cameras were running.
“I knew he was going to be a pain. He needs to create drama,” Azer said.
Asked for comment, Las Vegas representatives of Kirvin Doak Communications, which represents Taffer, said they would “be in touch should we be able to assist.”
Azer hasn’t given up hope that there may be some ultimate benefits after the show has been aired a few times.
The day after the show, he received a few calls from interested customers who want to try his restaurant.
