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Family dining restaurant Bob Evans is going after a younger consumer—though not necessarily a young one. The regional restaurant chain, with 569 locations in 18 states, this week begins a campaign from Brunner, Pittsburgh, targeting what it calls “family-first moms.” The push comes as the brand aims to reach beyond its core audience of baby boomers and those ages 65-plus, said Mary Cusick, marketing svp. The new growth target is a Gen X mom who prides herself on delivering a “wholesome, delicious” meal to her family, she said.
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