Grill Raised Bar On Journalists

It can be pretty hard to be heard these days above all the chatter on Twitter, Facebook and the like – especially when it comes to what is the latest hot restaurant. So how does a business cut through all that noise to get its message out to the public? Why, offer free alcohol to the chattering class, of course. The folks at StoneFire Grill, a casual dining chain based in Westlake Village, invited members of the media last month to its West Hills outlet to taste some craft beers. The idea was the reporters would sample the beers and make suggestions on which beers go best with certain dishes. After all, who would think that a bunch of burger- and taco-chomping professionals aren’t culinary experts? Justin Lopez, community relations coordinator and son of the owner, was adamant that StoneFire wasn’t seeking coverage with the event. But he admitted a little publicity wouldn’t be unwanted for the chain of seven restaurants. “Of course it’s a positive side effect,” he said. “But we really wanted to get some ideas from people that cover food and beer.” The chain will roll out about 10 craft beers next month at its outlets, including those in Valencia, Thousand Oaks, Chatsworth and West Hills. Beers sampled included some Southern California offerings –Fireman’s Brew Inc. of Woodland Hills and Firestone Walker Brewing Co. of Paso Robles – and were paired with entrees such as baby back ribs and the Healthy Hybrid salad, which has quinoa and garbanzo beans. Angie Pappas, a spokeswoman for the California Restaurant Association, said the craft beer strategy is shrewd. Lots of chains are being left behind as standalone gastro pubs and gourmet burger joints attract the young and hip. “These types of restaurants are doing everything they can to stay relevant,” she said. “It’s almost a given that there’s going to be local beer at a restaurant now. People expect it.” – Elliot Golan