Restaurants Gain a Media Edge

Local advertising assignments for the four dining chains of Metromedia Restaurant Group of Plano, Texas, have landed at Edge Systems here.
Edge Systems, part of the Broadwell Marketing Group in Dallas, has picked up $5 million in print planning, placement and research duties that mainly comprise coupons, freestanding inserts and collateral materials for the local market areas of Bennigan’s, Steak & Ale, Bonanza and Ponderosa.
Those responsibilities are not related to the main advertising account handled at lead agency W.B. Doner & Co., Cleveland and Southfield, Mich.
Not affected by the move was Dallas’ The Beaird Agency, which maintains print creative assignments and production of in-store and collateral materials for Metromedia’s Steak & Ale, Ponderosa and Bonanza units.
Melissa Kanen, account manager at Edge Systems, said the marketing services company won the business without a review after nearly a year’s worth of discussions with Metromedia. Among Edge Systems’ proposals was packaging all four Metromedia restaurant concepts when negotiating for improved leveraged ad buys, she said.
A Metromedia representative said the company felt it needed to hire a tracking specialist with coupon and FSI capabilities. Other restaurant clients of Edge Systems include TCBY, Hardee’s and Long John Silver’s.
Edge Systems’ work will cover 75 Bennigan’s, 77 Ponderosa, 45 Steak & Ale and 18 Bonanza markets.
Two years ago, Metromedia consolidated the broadcast advertising creative and media duties, plus co-op media buying for all its restaurants at Doner. The Bennigan’s and Steak & Ale accounts were then at Temerlin McClain in Irving, Texas, with Doner responsible for the advertising of the Ponderosa and Bonanza value-oriented steak houses.
Competitive Media Reporting figures show the client spent $13.7 million in major advertising buys in 1997.