Bennigan’s Reshapes Its Strategy

NEW YORK – Bennigan’s, the restaurant chain, is looking to carve out a new identity that will rely less on the fleeting alcohol-and-appetizer crowd. It’s narrowing the menu and upgrading those items that are keepers. A new TV campaign breaking this month in key markets of the 223-unit chain takes a humorous tack to emphasize the use of USDA-choice beef and bigger chicken breasts. One 30-second spot shows a pair of cooks losing a wrestling match with an off-screen chicken. The spots are from Rotando, Lerch & Iafeliece of Stamford, Conn.
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