Romacorp, Inc., the parent company of Tony Roma’s and TR Fire Grill came to Uproar in 2014 to boost national awareness for the beloved brand through strategic and impactful media placements. The Tony Roma’s brand had recently experienced a period of increased growth and looked to Uproar to highlight the brand’s new transformation with a revamped global prototype.  Uproar set out to generate powerful and influential coverage in key national and restaurant trade publications to tell the brands unique story.

As Tony Roma’s began its evolution of the brand, it utilized the Uproar team to introduce its new global prototype to the world, including restaurant and retail reporters. Included in the global prototype, was a new “2.0” menu that featured innovative and fresh dishes. As a result of Uproar’s pitching surrounding the brand transformation, coverage was secured in Adweek, Nation’s Restaurant News and FSR Magazine. Uproar’s PR efforts surrounding the new global prototype helped lead to Tony Roma’s first domestic franchisee in six years in West Palm Beach, with three other domestic agreements in the works including restaurants in Denver, Idaho and Tennessee.

In addition to leveraging the new global prototype and 2.0 menu, Uproar was tasked with refreshing the brand for consumers. Uproar reached out to media for trendy holidays such as National Margarita Day, which resulted in coverage on Money as well as on more than 30 different TV stations nationwide. On Tax Day, Uproar pushed a promotion offering a free dessert to all taxpayers, and the brand was featured on more than 80 online publications nationwide and blogs including: USA Today, Yahoo, Thrilllist, Bloomberg, Refinery29 and Forbes. Uproar also focused on bringing the brand back to families with features on the most kid friendly restaurants on Parade magazine’s website and also on

With a rooted passion and skill to open new restaurant’s doors, Uproar is proud to be the team who opened Tony Roma’s latest concept, TR Fire Grill in Central Florida. In order to promote the restaurant opening, Uproar reached out to food bloggers, restaurant critics and key influencers to a VIP party giving them the opportunity to be one of the first people to try the menu and experience the restaurant. The party turned out to be a successful launch with prominent placements throughout the local area.  The Uproar team has continued to focus on not only that location, but all locations as the company expands its franchisees.

The Uproar team is constantly immersing itself in helping Tony Roma’s define its brands through strategic media relations and targeted outreach. Uproar continues to work hand-in-hand with Romacorp, Inc., daily brainstorming promotions and campaigns aligned with each brand’s voice.


Similar Case Studies