Ogilvy Among Shops Pitching Ideas for McD’s Diner Inside

Seeking ideas to bolster its Diner Inside concept, McDonald’s has turned to agencies, including nonroster shop Ogilvy & Mather here, according to sources. Roster shops DDB and Leo Burnett were also asked to pitch strategies.

The first Diner Inside store opened in March 2001 in Kokomo, Ind., offering such traditional diner fare as meat loaf and mashed potatoes. The test has gone well, and executives at the Oak Brook, Ill.-based chain plan to open as many as a dozen more around the state.

No formal presentations have been made, and a decision on how to market the concept is not expected for some time, sources said.

Ogilvy hadn’t previously work ed for McDonald’s, so the project, while small, could prove to be significant.