Chain's New Shops Get Recipe For Expansion

Following wins, Gearon Hoffman and Boathouse prepare to carry holding co. past New England borders

With plans to boost ad spending, Papa Gino’s seeks a positioning from its new agency lineup that will take the 170-restaurant chain beyond its New England base.

The Dedham, Mass.-based company said it expects to increase ad spending—which Nielsen Monitor-Plus pegs at $1 million in 2003—to $7 million this year. The money will back fall campaigns from independents Gearon Hoffman in Boston, which won the Papa Gino’s pizza chain account last week, and Boathouse in Needham, Mass.,