Morton's The Steakhouse, a Chicago-based chain, is embracing social tools, says Senior Vice President of Marketing and Communications Roger Drake. The chain uses YouTube to promote events where sports stars wait tables and launched promotions where bloggers got free burgers and Twitter users could score complimentary bar snacks. "We can see on a daily basis by engaging with our online guests through social networking that we're driving more business to our Morton's steakhouses," Drake says.

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