Red Robin Assigns Media to Texans

DALLAS Casual-dining chain Red Robin Gourmet Burgers has hired TM Advertising for traditional media planning and buying services, the agency said.

The Interpublic Group shop was selected after a national review. Billings are estimated at $3-5 million. Other contenders for the Greenwood Village, Colo.-based client were not disclosed.

“We are impressed with TM’s proprietary processes that allow us to better use our qualitative data to more effectively reach our guests,” said Dwayne Chambers, vice president of marketing for Red Robin.

The agency’s first assignment will be to develop a media plan for Red Robin’s corporate restaurants for May through the end of the year. In addition, TM will be planning for at least two franchise groups.

Founded in 1969, Red Robin is publicly traded on the Nasdaq exchange. The burger chain targets families, teens and tweens as its prime demographic, the company said.

“Red Robin has been experiencing tremendous growth and success in recent years,” said Sheryl Standifer, group media director for the Irving, Texas-based agency. “We’re excited to be charged to build upon that momentum.”