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Darden Restaurants, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Based in Orlando, FL, Darden Restaurants is one of the largest casual-dining restaurant corporations in the world. The company's brands include Olive Garden and Longhorn Steakhouse. They do not franchise any of their restaurants.

Main Telephone (407) 245-4000
Main Fax (407) 245-5562
Primary Address
Post Office Box 695017
Orlando, FL 32869-5011
USA

Darden Restaurants, Inc. Contacts

Contacts (5/42)
Name Title State
Dave G. President - Olive Garden FL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (407) 245-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 695017
Orlando, FL
32869-5011
USA

Christopher C. Senior Vice President & Chief Information Officer FL
Todd B. President - Longhorn Steakhouse FL
Gene L. Chief Executive Officer & President FL
John F. Executive Vice President, Marketing FL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Bahama Breeze ****
Longhorn Steakhouse ********
Olive Garden *********
Seasons 52 ******
Darden Restaurants, Inc. *******

Agency Relationships


Brand Agency Service From To
****** ****** *** ******* ***** Media Buying, Media Planning 2017 present
***** *'* ***** ******* *** ******* ***** Media Buying, Media Planning 2017 present
******** ********** **** ***** AOR - creative 2008 present
******** ********** ******* AOR - public relations unknown present
******** ********** ****, *** Digital, Media Planning 2015 present

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Who is the President - Olive Garden of Darden Restaurants, Inc.?

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What is the email of the Senior Vice President & Chief Information Officer of Darden Restaurants, Inc.?

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Who is the Media Buying, Media Planning agency of Darden Restaurants, Inc.?

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WinmoEdge

Millennial Media Opps Update: Olive Garden moved TV west, digital still at Chicago


Subject: TV, digital, video, radio, outdoor, Hispanic

Brand: Darden-owned spaghetti slinger 

Update (9/12): We've received another tip from an awesome reader letting us know that only TV is now at Publicis's Chicago office.

Sorry for the ongoing clarifications. Ideally, we'd get everything in one shot. But agency relationships are the toughest data point to verify, and we want to make sure everybody is current with the latest developments. If you still want to want to crack a stale breadstick over my head, I'll allow it. We'll keep you posted as we gain more intel.

Thank you to everybody who keeps providing insight. It's a huge help! 

 

Update (9/7): Olive new business scoops! Tip of the cap to one of our amazing readers for letting us know that Olive Garden recently moved media from Publicis's Starcom, Chi to the LA office. So, direct your year-end and H1 Olive Garden pitches (more info below) out West. 

We're checking to see if other Darden brands are taking the California Trail and will keep you posted.

 

Below originally published 9/6

Opportunity: Breadstick drum roll please....Olive Garden's first "brand equity" campaign from 

Targeting young, suburban parents, the new TV ad will air through the end of the year. The ads, warm as a plate of ziti and marinara fresh from the microwave, follow an operational and brand overhaul that includes a new site and menu. So, last minute traditional and digital Q4 revenue could be available for those seeking last minute deals to hit their end-of-year goals. But focus most of your energy on the first half of the year, when Olive Garden's advertising levels are historically highest. Focus on ad buys around key dining out holidays, especially Mother's Day.

Broadcast will continue to dominate the chain's ad budget, but management should be more receptive to digital sellers then usual, as parent Darden is pulling back on national cable buys to eliminate waste (research , Chi has Olive Garden's media planning and buying.

Additional Insight

Media Spend: Olive Garden spent $180 million on measured media last year, up 15% from $157 million in 2014, according to Kantar Media. Since 2014, more than 97% of Olive Garden's ad budget has gone to broadcast ads, mainly cable and network TV.

National TV Breakdown: Since January, $91.1 million has gone to national TV ads (see targeting above), up from $66.2 million during the same period a year earlier, iSpot.tv reports.

Digital Breakdown: Year-to-date (YTD) video has dominated Olive Garden's display presence. $448,000 has garnered 42.8 million impressions (see share breakdown right), Adap.tv has been the most used ad network. Rocket Fuel is the most relied upon DSP, Pathmatics reports.

Video has run mostly on various Yahoo sites, mangahere.co, mlb.com, livejournal.com, politifact.com and popsugar.com. 

Mobile activity has been almost non-existent. But $166,000 has been spent on 57.8 million desktop impressions, 78% of which were bought via Rocket Fuel. 

Olive Garden
1000 Darden Center Dr.
Orlando, FL 32837
(407) 245-4000

Jose Duenas 
Executive Vice President & Chief Marketing Officer – Olive Garden
(407) 245-4000
jduenas@darden.com

Mary Kate Rosack
Brand Manager - Olive Garden
(407) 245-4000
mrosack@darden.com