Following a review of multiple agencies on both the advertising and media side, Nashville-based steakhouse chain Logan’s Roadhouse has appointed SapientNitro and Zimmerman as its new agency partners. The former will handle all general, digital, social and creative efforts along with website design and restaurant merchandising for Logan’s, which operates well over 200 restaurants in 23 states (can’t say we’ve been to one, but we’re down). Ft. Lauderdale-based Zimmerman, meanwhile, will take on media buying/planning.
Regarding his company’s decision, Logan’s CMO Todd Townsend says, “Both SapientNitro and Zimmerman Advertising demonstrated an understanding of the Logan’s Roadhouse guest, our brand and the opportunities in our marketplace. As opportunities for expanding guest relationships and dialogue increases and the need for precise marketing and media targeting continues to grow, we are evolving our marketing mix to build even more dynamic relationships with our guests across all opportunities.”
Logan’s previously worked with Dallas-based Loomis on media efforts while advertising was handled internally. Meanwhile, SapientNitro and Zimmerman’s work for the chain has already begun.