KBS+ | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(212) 633-0080|
|Main Fax||(212) 463-8643|
|Edward B.||Chief Executive Officer - New York||NY|
Sample of Associated Brands
|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|
|************||AOR - creative||2011||present||*|
|***** & ******||Creative, Digital, Media Buying, Media Planning||2016||present||******|
|*** ****** **** *.*.||Creative||2013||present||*******|
|*** * ******||AOR - creative||2011||present||****|
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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.
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
Chief Marketing Officer & Senior Vice President
Denny Marie Post
Chief Executive Officer & Director
Associate Director - The Media Kitchen