Morton’s Writes the Book on Steak
Steakhouse teams with Clarkson Potter on “Morton’s Steak Bible” to help promote Morton’s brand.
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But while Clarkson Potter’s goal is certainly to sell as many books as possible, Morton’s motivations are a little different.
“From our perspective, our main purpose for the book is to promote the Morton’s brand,” Drake says.
In fact, the company is so focused on using the book to boost its brand, its press release announcing “Morton’s Steak Bible” is highlighted by reviews from the Chicago Tribune, Washingtonian magazine and People magazine … on the restaurant itself and not the book.
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