Taco Cabana Appoints Anderson




San Antonio Shop Picks Up Assignment for Remainder of 1999
DALLAS–Anderson Advertising is spicing up its account list with the addition of Mexican restaurant chain Taco Cabana.
The estimated $2 million advertising account has floated among agencies since Taco Cabana’s senior vice president of marketing, Dennis Greenia, joined the company last year.
Originally with The Richards Group in Dallas, the Taco Cabana account went to T3 in Austin, Texas, following a competitive review.
“As we went along it became apparent we needed a different management style and new creative talent,” said Greenia. Anderson was selected without a review to handle the business until the end of the year.
“We’re very satisfied with them; we’ve just given them tons of work,” said Greenia. “If Anderson continues to do what they do . . . we will just keep rolling with these guys.”
Currently, the San Antonio-based agency is assisting in the development of a 2000 campaign touting Taco Cabana’s expansion into Oklahoma and Arizona.
Said Chuck Anderson, the agency’s president, “I think we were given the account because we’re used to doing a lot of point-of-sale. We’re very used to getting down to the nitty-gritty level that is very important to the individual stores and to the customers making decisions when they walk in.”
Greenia concurred, pointing to the restaurant chain moving into new markets.
“We have a plan that isn’t necessarily a media plan at first,” he said. “I’m very, very big into a local marketing plan. We have found the agency that understands the dovetailing of media and local store marketing and it really gels.”
Anderson Advertising’s other multi-unit clients include Diamond Shamrock and Luby’s Cafeteria. The agency acts as the central supply depot of marketing materials for more than 2,000 convenience stores in the Shamrock network.
Taco Cabana, based in San Antonio, currently operates 117 restaurants in five states. The company had 1998 sales of $143 million.
Other shops employed by Taco Cabana include Montemayor y Asociados as Hispanic agency of record, Media Rare for media buying, and KGBrickman for public relations and marketing.
In addition to picking up Taco Cabana, Anderson last week was awarded a five-year contract from Via Metropolitan Transit, the city-operated transit authority of San Antonio. Annual billings are expected to be $700,000.