Agency To Handle Bennigan’s and Steak and Ale Accounts
The New York-based indie advertising agency, BARKER, announced today that it has been named the agency of record for Legendary Restaurant Brands, parent company to Bennigan’s, Bennigan’s On The Fly and Steak and Ale casual dining brands, headquartered in Dallas. The account was awarded after a formal review that included several undisclosed Dallas-based agencies. BARKER will handle strategy, creative, promotions, product innovation, social media, franchise development, and media planning/buying.
“Bennigan’s and Steak and Ale are legendary brands that are relevant, iconic and positioned for accelerated growth,” said Paul Mangiamele, Legendary Restaurant Brands’ Chairman and CEO. “BARKER is the ideal partner for us, bringing street-smart strategy and creativity to support our nearly 200 global franchisees. All of us are very keen to launch our new strategic alliance.”
“This is an exciting win for BARKER,” said John Barker, Founder and Chief Idea Officer of the agency. “We were probably a bit of a dark horse up against experienced agencies in the clients’ backyard, but we tend to do very well when the odds are against us. I think that spirit is what really bonded us with the client. We already have their, “Bleeding Irish Green”, 25/8 passion, that really meshes with the mission of Paul and his team. Both Bennigan’s and Steak and Ale are beloved brands, and we’re excited to bring the best of traditional, digital and social marketing to accelerate growth for the brands and the franchisees.”
BARKER’s work for Legendary Restaurant Brands will begin on November 1st. The agency is currently in the planning and development stages for both Bennigan’s and Steak and Ale, just in time for holiday marketing programs, new product launches, and Legendary Restaurant Brands’ upcoming Global Owners’ and General Manager Conference in February of 2017.
BARKER has enjoyed a very strong year of revenue growth, adding over $50MM in new billings including Big Brothers Big Sisters of New York City, political stock market PredictIt, cult fitness studio Physique 57, and successfully defending SlimFast, all in recent months.
Legendary Restaurant Brands owns the iconic Bennigan’s and Steak and Ale brands – the pioneers of casual dining – as well as the non-traditional, fast-casual concept, Bennigan’s On the Fly. Bennigan’s is a high-energy neighborhood restaurant and tavern that is redefining casual dining. With chef-driven food, innovative drinks and warm, friendly Irish hospitality, this Legendary brand delivers memorable dining experiences to every guest and compelling returns to all its franchisees. Steak and Ale is another American classic poised for a triumphant return. Redefined as a 21st Century polished-casual concept, the new Steak and Ale will once again set the standard for affordable steakhouses. Bennigan’s and Steak and Ale are celebrating their 40th and 50th anniversaries, respectively, in 2016. For more information, visit Bennigans.com.
New York-based indie advertising agency, BARKER is an alternative to the Madison Avenue mindset, refusing to build brands on an assembly line. Founded in 2003, it represents the intersection of marketing and management consulting where bold innovation changes the course of brands and builds businesses. A hands-on team composed of cross-functional talent and inspired by a “no definitions” internal culture, BARKER was honored with 35 international awards in 2015 alone. Clients include: Legendary Restaurant Brands, SlimFast, Miele, IDB Bank, Banfi Wines, PIRCH and NBC.