Steakhouse Chain Nears Media Decision

DALLAS Rare Hospitality is nearing the final stages of a review for its media account, Scharbo & Co. confirmed. The account is estimated to be worth $7 million.

Scharbo, the client’s creative agency in Atlanta, is coordinating the review for the client, which was formerly known as LongHorn Steaks. The Atlanta-based client operates 224 restaurants under the brands The Capital Grille, LongHorn Steakhouse and Bugaboo Creek Steak House.

Scharbo declined to name the participating shops or to say whether the media incumbent, Interpublic Group’s Initiative in Atlanta, is involved in the review.