CLIENT

Greystone Steakhouse is a historic steakhouse located in the heart of San Diego’s Gaslamp Quarter. Established in 1999, the restaurant has long been recognized as a landmark destination, known for classic steakhouse fare and its deep roots in one of the city’s most storied districts.

By 2014, despite its legacy and prime location, Greystone’s bra
nd and marketing had become stagnant. The restaurant faced increasing competition from newer concepts, evolving guest expectations, and a digital presence that no longer reflected its potential or prestige.

PARTNERSHIP

Formula Marketing took over Greystone Steakhouse’s marketing in 2014 with a clear mandate: modernize the brand, reposition the experience, and reignite growth—without losing the history that made Greystone an icon.

Our partnership focused on rebuilding Greystone from the inside out, aligning brand, strategy, and performance to create a sustainable growth engine. Rather than relying on short-term tactics, we applied Formula Marketing’s proven frameworks to transform Greystone into a relevant, high-performing destination in the Gaslamp once again.

WORK

Formula Marketing implemented a comprehensive strategy designed to drive both immediate impact and long-term scalability.
Key initiatives included:

Brand Repositioning
We refined Greystone’s identity to honor its legacy while elevating its perception for modern diners—positioning it as a classic steakhouse with renewed relevance for business dinners, special occasions, and destination dining.

Digital & Local Optimization
We rebuilt Greystone’s digital presence with a strong focus on SEO and local search, ensuring the restaurant dominated high-intent searches related to steakhouses, business dining, and Gaslamp experiences.

Performance-Driven Marketing Systems
Paid media, content strategy, and conversion optimization were aligned to drive consistent traffic, reservations, and higher-value bookings.

Experience-Led Storytelling
Messaging and visuals were designed to highlight Greystone’s history, atmosphere, and role as a cornerstone of the Gaslamp dining scene.

RESULTS

Within two years, Formula Marketing successfully transformed Greystone Steakhouse from a stagnant legacy brand into a revitalized, high-performing business.

Results included:

• Revenue doubled within 24 months
• Annual income increased by $2.5 million
• Stronger brand recognition and authority in the Gaslamp market
• A sustainable marketing foundation that continues to support long-term growth

By applying Formula Marketing’s proven formulas for hospitality success, Greystone Steakhouse was repositioned not just as a restaurant, but as a destination once again.