Dieste Wins Coco’s, Carrows

Dieste & Partners here has won the Hispanic market advertising account of restaurant chains Coco’s and Carrows, both owned by Advantica Restaurant Group of Irvine, Calif.
Estimated billings for both businesses were not available. Total 1998 advertising expenditures for Coco’s 480 restaurants amounted to $5.8 million, while spending for Carrows 145 eateries totalled $4.9 million, according to Competitive Media Reporting.
Prior to selecting Dieste, both restaurant chains had worked with Hispanic advertising agencies on a project basis. Different account teams at the Dallas shop will work on each restaurant group to maintain their separate identities.
Julie Weeks, Advantica director of public relations, said that Dieste will be involved in research and planning work until the end of this year, which will determine the character of the campaign and media placement in the year 2000.
“We have two regional brands with fortress markets in California, where there’s a high concentration of Hispanics,” said Weeks. “We’re looking forward to working with Dieste on this.”
Campaign rollouts will coincide with an attempt by the parent company to radically reposition both restaurants with new menus and decor, as well as introduce a new concept, Coco’s Cafe & Bakery.
Advantica, which also owns the 1,700-unit Denny’s chain, emerged from bankruptcy last year and recently sold off two other brands, Hardee’s Restaurants and Quincy’s Family Steakhouse.