Boston Market hires new ad agencyBoston Market hires new ad agency

Alan J. Liddle

GOLDEN Colo. Attempting to “transition away from heavy discounting” and back to communicating its brand message, Boston Market has named a new advertising agency, chief executive Lane Cardwell said.

The 520-unit Boston Market, which is owned by Sun Capital Partners, recently named Omnicom Group Inc.’s Zimmerman division as its new agency of record. Zimmerman succeeds Publicis Groupe’s Fallon Minneapolis.

Fallon, whose appointment as Boston Market agency of record was announced in January 2009, ended its relationship with the operator before the year was out.

“The shift in strategy was mine,” Cardwell said of the change in direction in 2009 that eventually prompted Fallon and Boston Market to go their separate ways. “It was to compete with the other chains in the market that were heavily discounting during the recession of 2009.”

Addressing what has changed in the Boston Market advertising play book for 2010, Cardwell explained, “Just as other chains are transitioning, or trying to transition, away from heavy discounting, we have shifted our focus back to communicating our message through TV.”

Boston Market is joining a number of other major industry players across all segments that have moved away from discounting in recent months, including Chili’s Grill & Bar parent Brinker International Inc., Olive Garden and Red Lobster owner Darden Restaurants Inc., and Sonic Corp.

Boston Market chose Zimmerman without a review because, as Cardwell put it, “We like their retail focus and restaurant experience, including [work with] Friendly's, one of the other restaurant companies owned by Sun Capital Partners.”

Zimmerman's other foodservice clients have included Captain D’s Seafood, Papa John’s Pizza and White Castle.

Cardwell said Zimmerman has been asked “to look at us with a fresh eye, and use their retailing and branding experience to help us put our best foot forward into the marketplace."

“We are celebrating our 25th anniversary this year, and we want to make sure that our brand is in alignment with what our current guests expect of us as well as what potential guests would be most likely to respond to,” he added.

Zimmerman, with less than a week on the job, has already begun filming its first Boston Market commercial, Cardwell said. The spot, which is intended for network cable, will support the new “Flavor Bar” of five free sauces for the chain’s signature rotisserie chicken that will be available in its restaurants in mid-April.

Boston Market said it would not disclose its advertising budget for competitive reasons. Advertising Age and Adweek, citing research by Kantar Media and Nielsen, recently reported that the chain, which may have been spending $20 million or more on advertising annually in recent years, reduced its 2009 budget to $4 to $5 million.

However, Ad Age quoted Cardwell as saying, “We wouldn't bring on an agency like Zimmerman if we were down in the single digit [millions of dollars] levels.”

In recent months, Boston Market began atest of lunch items, new condiments and the addition of fried foods in some restaurants. In addition, through May 2 the chain is replaying an earlier promotion offering patrons a second rotisserie chicken for $1.99 when they purchase a Family Meal or Market Feast.

In February and most of March, Boston Market joined a number of chains offering mix-and-match menus by promoting $2.99 Market Deals, which let customers combine a variety of food items, including some half-portion entrees, side dishes, salads and cornbread.

Contact Alan J. Liddle at [email protected].