With spring officially here and summer right behind, the restaurant industry has been preparing for warm-weather crowds with new hires, product pushes and marketing campaigns designed to maximise foot traffic. In other words, these are the brands you need to be engaging now, in order to secure those increased spring and summer campaign dollars. So, to get you started, we’ve put together a list of restaurants that have made some big changes recently, that we expect will be pouring ample pounds into spring/summer advertising in the UK.
1. Gordon Ramsay Group reportedly terminated the company’s chief executive officer Stuart Gillies in early February. This company has seen so many changes in leadership in the last six months that a review is very likely.
Sellers, when dealing with a company as popular as Gordon Ramsay Group it’s good to remember that spring/summer events and restaurant season bring foot traffic.
2. Quintessential Brands Group hired new Chief Marketing Officer Shane Hoyne along with Managing Director Jonathan Marsh. The company lost its international brand director Joanna Richardson as well.
This is important for agencies and martech readers to know just in case the conglomerate could use some strategy support. When a new director is hired, it is likely that the company will look for this additional help. Sellers should also pay attention to moves such as this so they can reach out for last-minute spring and summer media opportunities.
3. Restaurant chain Prezzo is closing 100 of its 300 branches in the UK putting around 1,000 jobs at risk. Keep in mind that interim CMO Minal Saigal joined last July, which could easily spark changes.
Agencies and martechs need to know this to see if these closures ultimately lead to account reviews. These struggles will certainly cause leadership to re-evaluate strategies for the future so sellers need to stay abreast of where the company will be allocating funds.
4. Pizza Hut recently awarded its UK ad account to Iris. Digital and media agencies, as well as martechs, should always contact a company when this happens, as a spot on their roster could still be available.
The pizza chain appointed a new US-based CMO earlier this month along with a UK sales and marketing director so just like Quintessential Brands Group, more reviews could be on the way, especially when the head of marketing role has yet to be filled.
5. Bill’s Restaurants named a new CEO, shortly after appointing a new marketing head. Companies like Bill’s usually present many opportunities since they don’t spend as much, but when they start making changes in leadership, it’s worth taking notice.
With new execs leading strategy, agencies and martech readers should stay on the eatery for potential work. Bill’s hasn’t run much advertising previously, so lean initially on your earned/owned media expertise.
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