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Service: full service

Main Telephone (212) 633-0080
Main Fax (212) 463-8643
Primary Address
160 Varick Street
Fourth Floor
New York, NY 10013
USA

KBS+ Contacts

Contacts (5/25)
Name Title State
Edward B. Chief Executive Officer - New York NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 633-0080
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 160 Varick Street
Fourth Floor
New York, NY
10013
USA

Matt P. Global Chief technology Officer & Managing Director NY
Jonah B. Global Chief Strategy Officer NY
Jonathan M. Co-Chief Creative Officer NY
Guy H. Global Chief Executive Officer NY

Client Relationships


Brand Service From To Media Spend
************ AOR - creative 2011 present *
********* Creative 2017 present *******
***** & ****** Creative, Digital, Media Buying, Media Planning 2016 present ******
*** ****** **** *.*. Creative 2013 present *******
*** * ****** AOR - creative 2011 present ****

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WinmoEdge

Q4 Media Opps: Red Robin promotes CEO, looks to improve low marketing ROI with new AOR


Subject: digital, TV, sponsorship, social media, Hispanic

Company: Red Robin, Greenwood Village, CO-based "better burger" chain.

Opportunity: During this week's Q2 earnings call, newly-promoted CEO Denny Post said that one of RR's improvement areas was marketing breakthrough. Specifically, she said: "We must improve our top-of-mind awareness; we must up our game across all media vehicles to increase timely reach. When we are considered, we win. We have to increase consideration; we have to break through the clutter."

She also mentioned two other improvement opportunities: speed-to-table and total dining time and value. These two, along with marketing, relate to RR's traditional full-service dining business, but Post noted that restaurants are "shifting from dine-in destinations to [a] source of food at home." The pace of change is "picking up quickly," she said, and RR has "to get ahead of that curve."

To kick start these improvements, RR is going "all-in" on multiple to-go, catering and delivery pilots, which will be supported with targeted, higher-impact marketing. 

Earlier this summer, RR tapped Initiative, LA. 

During the call, Post mentioned RR has selected a media buying agency. While she declined to name the agency, we are working on getting more details for you. She's probably referencing KBS but maybe Initiative is off. 

Therefore, sellers with a millennial and family focus should look for more dollars here in the coming year. Campaigns targeted to sports audiences should also begin soon, coinciding with the start of football season. RR is also investing more in local restaurant marketing.

Lastly, RR will continue to invest incrementally in Hispanic marketing, which Post said is "beginning to make a difference." This Hispanic marketing increase coincides with the recent roll-out of RR's full Spanish language website.

Additional Information

Experience: Post joined RR as CMO in 2011. She was promoted to president in February 2016.

Competitors: That "clutter" comes from competing casual dining chains, such as Smashburger. Click the links to read WinmoEdge's take on these companies. 

Media Spend: According to Kantar Media, Red Robin spent $26.4 million on measured media in 2015 - up from $20.5 million in 2014. The bulk of Red Robin's media spend is allocated to broadcast ads ($22.4 million in 2015). The remainder is spent mostly on display ($2.9 million). 

National TV Spend: So far in 2016, Red Robin has spent $9.6 million on national TV ads. The most recent flight (of five) aired from June 12 to June 28, and one Spanish-language spot ("Hasta siempre") aired from June 13 to July 3. See iSpot's chart for 2016 show targeting (by spend). For the same period 2015, Red Robin spent $5.03 million.

For full 2015, the burger chain spent $9.6 million (the same has H1 2016 spend). Therefore, look for plenty of TV revenue to be available in the back half of the year. 

Digital Breakdown: For 2016, Red Robin has run 63 display ads on 401 publishers (<1% mobile).Top ad destinations include myspace.com, cbssports.com, brainjet.com and foodnetwork.com (15% placed site direct versus programmatically), Moat reports. 

Red Robin has also run 37 high impact and six video ads this year (note that 93% of video ads were placed site direct). For the same period 2015, the chain ran 62 display, 108 high impact and six video ads on 1,381 publishers (12% mobile; 75% placed site direct). 

Since 2014, Red Robin's display presence has been highest in Q3 and most ads run across arts & entertainment, news and food & drink sites. 

 

Red Robin Gourmet Burgers, Inc. 
6312 S. Fiddlers Green Cir.
Suite 200 North
Greenwood Village, CO 80111
(303) 846-6000

Johnathan Muhtar 
Chief Marketing Officer & Senior Vice President
(303) 846-6000
jmuhtar@redrobin.com

Denny Marie Post 
Chief Executive Officer & Director
(303) 846-6000
dpost@redrobin.com

Clair Bergam 
Associate Director - The Media Kitchen 
cbergam@mediakitchen.com