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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 (5/47)
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
Jose D. Executive Vice President, Marketing Officer - Olive Garden 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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Recent Discussions

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.?

What is direct phone of the President - Longhorn Steakhouse of Darden Restaurants, Inc.?

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

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WinmoEdge

Digital Opps: Darden moving national cable buys to ‘more effective' mobile, digital


Subject: broadcast, digital

Company: Winmo), one of the largest restaurant operators in the US. It's known for brands like Olive Garden, Longhorn Steakhouse, Seasons 52 and Yard House.

Opportunity: In the Q2 earnings call, CEO Gene Lee said that Darden was looking to eliminate a lot of waste in marketing spend by pulling back on national cable buys. Darden will be migrating dollars from traditional TV media into digital, which it finds to be more effective (and cost-effective). This does not, however, mean that TV buys will stop altogether, as the company still sees it as an effective way to drive consumer traffic. Lee pointed out that Q2 was Olive Garden’s fifth consecutive quarter of growth and that the focus moving forward will be on continuing to develop relevant, integrated marketing initiatives to reach guests in the most effective way possible. 

Remember that in May, Darden appointed new media buying and planning shops for its biggest brands, splitting media planning and buying between incumbent Publicis's 

Additional Information

here).

OG has spent $95.03 million on national TV ads in 2015 – up from $92.3 million in 2014. See charts for channel/show targeting in 2015. Note, as well, that OG’s 2015 national TV SOV is 13.8%, placing it at No. 2 behind only Applebee’s.

Grey, which recently lost the OG account, continues as Longhorn’s creative AOR.

Longhorn has significantly pulled back on national TV ads in 2015, spending just $316,000 (compared to $9.3 million in 2014). Spend in 2015 was deployed to run only one ad. “Steaks That Sizzle” was aired 312 times in late July and early August during shows such as “The Big Bang Theory,” “Seinfeld,” “Tombstone,” “Impractical Jokers” and “The Carbonaro Effect.” Longhorn’s SOV was 0.05%, placing them at No. 22 between Dickey’s BBQ and Tropical Smoothie Cafe. 

Moat reports that Longhorn has run 24 display ads on 532 publishers in 2015 (5% mobile). Top ad destinations include redbookmag.com, eater.com, citysearch.com and marieclaire.com. The company has not run any high impact ads, but has run seven video ads this year. For the same period in 2014, Longhorn ran 16 display ads on 47 publishers in 2015 (55% mobile). The company also ran four high impact ads and no video ads. 


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

Starcom 
35 W. Wacker Dr.
22nd Floor
Chicago, IL 60601
(312) 220-6530

Erin Houg 
Senior Vice President & Digital Director
(312) 220-3979 (direct)
erin.houg@starcomww.com