Bennigan's Chooses Dallas Agency to Refine Creative Theme
DALLAS--The Richards Group has won the estimated $5 million account of Bennigan's Irish American Grill & Tavern

Bennigan’s Chooses Dallas Agency to Refine Creative Theme
DALLAS–The Richards Group has won the estimated $5 million account of Bennigan’s Irish American Grill & Tavern, following a four-month review.
“I think the summary statement would be The Richards Group won the business threefold,” said Bennigan’s vice president of marketing John F. Beck. “First was their past performance developing distinctive, long-lasting campaigns . . . We were pleasantly surprised with their strategic and branding approach. And with their [restaurant] industry and retail expertise they understand the urgency of the restaurant world.”
Richards’ media capabilities were also a plus, added Beck. “They’re not going through second and third parties where relationships that give on-air stretch are lost,” he said.
Other finalists for the business included Marc USA, Ogilvy & Mather and Square One, all Dallas.
The client said new creative work will not debut until the fourth quarter of this year or early 2001 as the firm undergoes a comprehensive strategic branding evaluation.
“We’re trying to make sure they have a real clear brand position differentiating them from the 28 million casual theme restaurants out there,” said Richards principal Dave Kroencke. “So many new concept restaurants come up and continue to grow and it makes it difficult for those [chains] that have been around 20 years. They’re not the new restaurant on the block anymore.”
New creative is expected to be an evolution of Bennigan’s current “Let’s get together” theme.
“All the agencies we interviewed agreed on this; it was a nice reaffirmation,” said Beck. “The weaknesses have been the power of the ideas and the power of the execution.”
The selection of Richards will not impact the two agencies handling other aspects of the chain’s advertising account. Marc USA, which won the sales promotion portion of the account late last year, will retain that business, and BrannForbes, Dallas, will continue to manage direct mail.
Bennigan’s operates 255 restaurants and is part of Plano, Texas-based Metromedia Restaurant Group. Doner Advertising in Southfield, Mich., which previously handled Bennigan’s, will continue to work on Metromedia’s other restaurant brands including Steak and Ale, Ponderosa Steakhouse and Bonanza Steakhouse. K