Bradfield Martino in Austin, Texas, has been named agency of record for the Tejas Management Group, which owns and operates two Southwestern-style restaurant chains in Austin, Phoenix, and Las Vegas.
Billings are expected to be less than $1 million initially, although that figure will grow as Tejas expands its Z'Tejas Grill and Brio chains to new markets, according to Tejas operations partner Tom Kamm.
Tejas operates two Z'Tejas Grills each in Austin and the Phoenix-Scottsdale, Ariz., market, plus another in Las Vegas and a sixth opening next month in Denver. Z'Tejas restaurants were formerly affiliated with New Orleans-based Ruth's Chris Steak House.
With a single Brio restaurant in Austin, the firm is currently converting another Brio location in Scottsdale to a new Western American-themed restaurant called Roaring Fork. Kamm said the company is negotiating Z'Tejas expansion in Atlanta and Miami.
"As we have more stores, our budget is increasing," said Kamm. "We needed someone who can take us into one or two [new] markets. We needed an agency that can take us to a national level."
No television advertising is currently planned, with radio and promotions serving as the bulk of the assignments. Agency principal Ed Bradfield said the six-person shop has so far broken radio, outdoor and direct mail work.
Bradfield Martino was established approximately one year ago when Bradfield, formerly of GSD&M in Austin, teamed with David Martino. Martino was previously a local creative director at Tocquigny Advertising & Design.
The shop's client roster includes regional retail check-cashing outlet The Money Box, franchise oil-change company Quick Lube, the Austin Lyric Opera, Eyemasters parent company Eye Care Centers of America, Paramount Theatre and software development company AMBAC Connect.