The restaurant chain Buca di Beppo has closed 12 restaurants and declared bankruptcy. This should teach all other restaurants, chain or personally-owned, about the need to advertise rather than to seek free publicity.
Buca di Beppo hired Allied Global Marketing for a public relations campaign. The Allied representative sent electronic messages to media members about upcoming holiday packages. The media members receiving the e-mail communications were journalists rather than advertising representatives. Buca di Beppo wanted free publicity rather than to pay for advertisements.
The writers and editors had other priorities. They had no desire to feature a restaurant which didn’t advertise, nor did it make good business sense to give publicity to that restaurant rather than ones which adve
