Merged Dallas Operation Scores Bennigan's Sales Promotions
DALLAS--Marc USA/Dallas has won the estimated $2-3 million sales promotion business of Bennigan's Irish American Grill & Tavern.
The account win is the first for Marc's Dallas office since it was established by the recent merger of local agencies LMS/Marc and Hadeler, Sullivan & Law.
Marc will handle sales promotion and related activities, including menu and new product development, local marketing efforts, in-restaurant merchandising and international marketing support.
A creative agency of record review is still ongoing. The winner of that contest is expected to be named in February.
The sales promotion and creative business was previously held by Doner in Southfield, Mich., which continues to handle work for other restaurant chains belonging to Bennigan's parent organization, Metromedia Restaurant Group. Those brands are Steak & Ale, Ponderosa and Bonanza.
"The more agencies you have directed to your business, the more creative energy is generated, the more creative the product is," said John Beck, Bennigan's vice president of marketing, about the reason for initiating the reviews.
Beck said Marc was selected in part because of the good relationship established with predecessor agency Hadeler, Sullivan & Law on a new menu development project six months ago.
"Throughout that process they exceeded our expectations, met all timelines and . . . the people on their creative team are extremely strong," Beck said.
Beck also referred to HS&L's experience in the food industry with Subway and former client Tony Roma's. "We liked their ability to talk food and interact with the food industry," he said.
Marc president and chief executive officer David Hadeler said he was pleased to have the new client "first and foremost because Benigan's is one of the most established brand names in the casual dining segment."
"They have exciting plans for this brand . . . and they're doing a lot of things right to support the brand as it grows," Hadeler said. "We're thrilled with the relationship."
Bennigan's operates more than 200 international and domestic restaurants. The chain's aggressive growth plans for 2000 include the opening of 65 new company-owned and franchised restaurants, including several in new markets.