1950's Restaurateur Makes Debut on Social Networking Platform

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After 58 years of serving guests the old fashioned way, Kelly's Roast Beef moves to draw in the wired crowd.

When my sister spent a college semester in Paris, spring 1993, she missed Kelly's so much that the night before I flew out to visit her, I went and asked for 3 large portions of roast beef - individually wrapped, and 3 rolls. Smuggled them on the plane, and we ate sandwiches in the shadow of a chateau in the Loire Valley in France

Kelly's Roast Beef - famous New England "creator" of the "Original Roast Beef Sandwich" - recently entered the realm of Web 2.0 after launching its new website in November of 2008. The fast-casual eatery, which opened its first restaurant in 1951 to serve fresh sandwiches, seafood and sides, has renewed its web presence and initiated a move to web 2.0 and social media platforms.

Among these are Kelly's Legends Club newsletter, which offers special incentives to visitors of the website who opt-in and an interactive Facebook page that has attracted almost 400 enthusiastic fans in less than three weeks, garnering comments ranging from the heartfelt: "When my sister spent a college semester in Paris, spring 1993, she missed Kelly's so much that the night before I flew out to visit her, I went and asked for 3 large portions of roast beef - individually wrapped, and 3 rolls. Smuggled them on the plane, and we ate sandwiches in the shadow of a chateau in the Loire Valley in France," to the sweet and concise: "Best. Chicken Fingers. Ever."

Kelly's has also placed several Facebook ads in the social network, advertising its Sunday, February 1st Big Game giveaway contest: "Awesome tasting food for you and your hungry buds is a must when you get together to watch the big game, which takes place on Sunday, February 1st in Tampa. Let Kelly's Roast Beef serve you up Kelly's 'Customized' Catering for a Crowd, FREE!" This venture into the world of social networking is a first for the 1951 restaurant chain, whose web presence has remained static since 2002.

About Kelly's Roast Beef:

Since 1951, Kelly's Roast Beef (http://www.kellysroastbeef.com) has been delighting guests daily with its freshly prepared sandwiches, succulent seafood, crisp salads, fries, onion rings and our legendary roast beef. With our flagship walk-up window still operating on the shores of Revere Beach, Kelly's larger, suburban dine-in and drive-thru locations are reminiscent of our 1950s history, featuring carousel horses, colorful fish tanks, Revere Beach murals and boardwalk nostalgia. Kelly's Roast Beef is family-owned and operates five fast-casual eateries in Massachusetts.

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Sheri Saperstein Richberg
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