Montgomery Inn has been serving up its famous ribs for over 60 years, and is considered a pillar of the Cincinnati dining scene. Steeped in the legend of its colorful founder Ted “the Ribs King” Gregory, the family-owned restaurant chain has a rich and guarded history.
But a major revitalization of downtown Cincinnati and the riverfront brought a new wave of competition to the long-unchallenged establishment. How could a 60-year-old ribs place compete with the new and trendy spots popping up by the dozen?
Creative Department took its “branding from the inside out” approach and attacked the problem from several angles. First, the logo was evolved. The dated mark was given a cleaner, more modern appearance that still retained most of the equity of the original.
Montgomery Inn’s website was redesigned from the ground up. More than just a facelift, the new site added much-needed functionality (like integration with OpenTable), and a mobile version was created as well.
Going beyond what’s expected of the typical advertising agency (menus, collateral, etc.), Creative Department partnered with Montgomery Inn to find new ways to keep the dining experience fresh and exciting for younger customers, while being careful not to alienate loyal regulars. In May 2014, Montgomery Inn won “Best Restaurant” in a local competition, going to show there’s still a lot of life left in this venerable brand.