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Bloomin' Brands | Company Profile, Marketing Contacts, Media Spend, Brands




Bloomin' Brands, based in Tampa, FL, is one of the largest casual dining chains in the United States. The company also operates other restaurant brands including Carrabba's Italian Grill, Bonefish Grill, Fleming's Prime Steakhouse, Roy's, and Outback Steakhouse across the world.

Main Telephone (813) 282-1225
Main Fax (813) 282-4702
Primary Address
2202 North Westshore Boulevard
Suite 500
Tampa, FL 33607
USA

Bloomin' Brands Contacts

Contacts (5/26)
Name Title State
Mike K. President FL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (813) 282-1225
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 2202 North Westshore Boulevard
Suite 500
Tampa, FL
33607
USA

Chris S. Chairman, Partner & Co-Founder, Outback Steakhouse FL
Liz S. Chairman & Chief Executive Officer FL
Patty T. Group Vice President & Chief Marketing Officer FL
Chris B. Chief Brand Officer & Executive Vice President FL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Carrabba's Italian Grill ******
Fleming's Prime Steakhouse and Wine Bar ******
Outback Steakhouse, Inc. ********
Bonefish Grill ******
Roy's ******

Agency Relationships


Brand Agency Service From To
******** ***** ********* | ***** media planning, media buying, digital 2015 present
******** ***** ***** AOR - creative 2014 present
********'* ******* ***** **********+**. Creative, Digital, Social 2015 present
********'* ******* ***** ********* | ***** media planning, media buying, digital 2015 present
*******'* ***** ********** *** **** *** ********* | ***** media planning, media buying, digital 2015 present

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DailyVista

Score 13 – Future Possibility: Carrabba's promotes CMO to president, looks to drive ‘everyday' di...


Subject: digital, mobile, email marketing, TV, social media

Brand: Winmo) casual dining restaurant chain. Carrabba's is based in Tampa, Fla. 

Future-Possibility

Opportunity: Promoted Mike Kappitt to president. Kappitt previously served as CMO of Carrabba’s parent, Bloomin’ Brands. During the Q4 earnings call, Bloomin CEO Elizabeth Smith cited Kappitt’s “proven track record of brand building” as one of the reasons for his promotion. Smith also mentioned in the call that Carrabba’s “significantly” reduced advertising spend in 2015 as the company geared up for a new menu launch. That menu debuted in January and marketing around it on Jan. 11. and Smith mentioned that advertising spend will be restored – and will see a slight increase – to pre-2015 levels (research here).

For Carrabba’s, 2016 focus will be on using the new menu to increase frequency and drive dinner traffic, so sellers should look for increased dollars as the year rolls on. Currently, the average Carrabba’s guest only visits a few times a year and the new menu was designed to drive everyday traffic.

Agency readers – remember that Carrabba’s named here). Therefore, there isn’t immediate agency need, but if current campaigns fail to deliver, the chain could be open to making roster changes next year. 

Sellers – look for TV and digital dollars tied to Carrabba’s efforts to engage younger customers. 

Additional Information

Experience: Kappitt replaces Dave Pace, who became CEO of Jamba Juice last month.

Media Spend: According to Kantar Media, Bloomin Brands allocated $28.9 million of its $139.2 million measured media spend to Carrabba’s in 2014 (20.7%). Look for spend to increase from this total in 2016 (as mentioned above, 2015 spend was down slightly). The overwhelming majority of Carrabba’s spend is dedicated to broadcast ads (95.2%). 

carrabbas-grill-est-tv-spend-01-01-2015--12-31-2015

National TV Spend: In 2015, Carrabba’s spent $16.2 million on national TV ads, which, as stated, was down from $19.9 million in 2014, according to iSpot.tv. For new campaign (above) – which debuted Jan. 11 – Carrabba’s has already spent $6.7 million (for context, the same period 2014 saw only $3.1 million spent in this channel).

Note the difference in targeting from 2015 to the new 2016 campaign (see charts for top shows by spend). 

Digital Breakdown: So far in 2016, Moat reports that Carrabba’s has run eight display ads on 43 publishers (7% mobile). Top ad destinations this year include go.com, espncricinfo.com, jayski.com and grantland.com (82% placed site direct versus programmatic). Carrabba’s has also run four high impact ads and one video ad in the past month-and-a-half.

For comparison, in 2015 the Italian chain ran 78 display ads, 28 high impact ads and 10 video ads on 417 publishers (<1% mobile; 53% placed site direct). Last year’s top ad destinations included: foodnetwork.com, yelp.com, cookingchanneltv.com and food.com. 

Since 2014, Carrabba’s has run the most ads on arts/entertainment, shopping and news sites. Compared to direct competitors Olive Garden, Maggiano’s, Buca Di Beppo, Fazoli’s and Brio Tuscan Grill, Carrabba’s digital SOV since 2014 is 26.3% (behind Olive Garden’s 37.7% and Buca di Beppo’s 32.4%). 

Remodel Efforts: In addition to menu changes, Carrabba’s is also working to “contemporize the ambiance” through a remodel program. Smith hopes the remodel plus menu improvements will help the chain continue to differentiate itself in the Italian category. 

Carrabba's Italian Grill (Winmo)
2202 N. Westshore Blvd. 
Suite 500
Tampa, FL 33607
(813) 282-1225

Katie Knight 
Group Vice President & Chief Marketing Officer – Carrabba’s (since Oct. 2014)
(813) 282-1225
kknight@carrabbas.com

Mike Kappitt 
Senior Vice President & Global Chief Marketing Officer – Bloomin' Brands
(813) 282-1225
michaelkappitt@bloominbrands.com