W.B. Doner Adds Good Taste To New Campaign For Steakhouses

A new campaign from W.B. Doner & Co. for Ponderosa and Bonanza steakhouses adds taste to good value–the hook the eateries have traditionally used to promote themselves to customers.
Past advertising for the Dallas-based budget steakhouses has focused almost exclusively on their low prices, said David DeMuth, executive vice president and general manager of Doner Cleveland, which handles the account with creative help from Doner’s Southfield, Mich., headquarters.
“It was more of a straight value message,” DeMuth said. “Now, we’re going to a taste-and-value message.”
“Take another taste” is the new tagline, replacing “It’s time you got your money’s worth.”
The campaign, which broke last week, includes a 30-second TV spot that features customer testimonials. The spot, running in select markets, highlights a new product that has debuted simultaneously at both chains: the Doublesteak.
“We obviously wanted a line that spoke to taste because Ponderosa has gone to great efforts to improve the taste of their food,” DeMuth said.
“And we wanted a line that was a good call to action, that invited people back into Ponderosa. The current work says to customers, ‘come here more often,’ and to people who haven’t been to Ponderosa in a long time, ‘give us another shot, we have improved,’ ” DeMuth added.
Doner’s Cleveland office landed the Ponderosa account five years ago. Bonanza was acquired by Ponderosa parent company Metromedia Restaurant Group last year. Combined spending on both brands runs from $12 million to $15 million.
The TV spot will sport the same core creative work, but will use either the Ponderosa or Bonanza brand, depending on which market it airs in. “The positioning of those brands and the strategic thrust is very similar,” DeMuth said.