The History Channel has cooked up a meaty promotion for its “The Men Who Built America” mini-series: a branded menu at steakhouse chain Morton’s.
The $60 prix-fixe option has filet mignon with a seafood accompaniment as the main course in a “power dining experience” worthy of the moguls featured in the documentary-style series.
A $14 Rockefeller Martini is also available. John D. Rockefeller, one of the quintet of moguls featured in the documentary-style series, had a bartender at a New York hotel concoct a custom martini 101 years ago.
Morton’s, founded in Chicago and bought by Landry’s Inc. last year, will be offering the three courses at all 63 U.S. restaurants for the next six weeks.
The History series, premiering Tuesday, also focuses on Cornelius Vanderbilt, Andrew Carnegie, J.P. Morgan and Henry Ford, whom the network says “created the very concept of the American Dream, transformed the U.S. into a global superpower in a span of just 50 years and affected the lives of every person in the world.”
Tracy Lenhart, the director of consumer marketing at History, stated that the stunt provides exposure to the “highly influential demographic” frequenting Morton’s.
The male-skewing History and Morton’s are also offering a “Live like a Tycoon” sweepstakes through Nov. 16, with a Las Vegas trip and stay at Landry’s Golden Nugget as a prize.
Landry’s also owns McCormick & Schmick's Seafood Restaurant and Bubba Gump Shrimp Co., among other brands.