Firehouse Adds More Brinker Business

DALLAS Independent agency Firehouse in Dallas has grown its relationship with Brinker International, adding creative chores on the company’s Romano’s Macaroni Grill without a review.

Romano’s spent about $1 million in measured media in the first quarter and $10 million during all of 2007, per Nielsen Monitor-Plus.

Omnicom’s Energy BBDO in Chicago previously handled the assignment.

Firehouse was tapped for Romano’s based on based the agency’s existing relationship with Brinkers’ Maggiano’s Little Italy brand and following the completion of Romano’s radio projects that are currently on air.

The full scope of work will roll out starting in mid-July with broadcast, print, in-restaurant, local store marketing and interactive support. Media duties remain at Omnicom’s OMD.

Romano’s represents an important addition for 23-person Firehouse because its presence underscore’s the shop’s ability to handle national brands and grow organically.

“Macaroni Grill is a brand whose great food and loyal guests have helped drive their popularity since its first location near San Antonio,” said Mark Hall, president and founder of Firehouse. The casual dining chain has 220 locations.

Firehouse currently works with a number of consumer-focused brands including Baylor Healthcare, Interstate Batteries and BooKoo Energy Drinks.