• by Steve McClellan  @mp_mcclellan, March 2, 2017

Fast casual seafood chain Captain D’s, has appointed Empower MediaMarketing as its new media agency after a formal review. Carat was the incumbent and participated in the pitch. 

The shift came after a CMO change at Nashville-based Captain D’s—Bob Kraut was named to the post in January. The 30-plus year marketing veteran previously served at Papa John’s Pizza, Arby’s and Pizza Hut. 

The seafood chain has around 520 outlets in 21 states and is currently executing what it has termed a “rapid expansion” plan. The company spent about $9 million on ads in 2015 and a little more than $10 million from January through November of 2016, according to Kantar Media.

“Captain D’s has done a great job of offering customers a great value and exciting menu options in a re-imaged comfortable restaurant environment—now it’s time to turn our attention to gaining more media impact through multiple media channels,” Kraut stated. 

Empower has lot of experience in the quick service and fast casual restaurant verticals—32 years of it. Current restaurant clients include Wendy’s and Buffalo Wings & Rings. Earlier it worked with Papa John's. 

“Our expertise will improve their targeting across all media channels, ensuring the right message reaches the right consumer at the right time,” said Jim Price, Empower CEO. 

Captain D’s is part of private equity firm Centre Partners, whose portfolio also includes Sun Orchard Juicery, Stonewall Kitchen, Bradford Health Services and others.

Empower, MediaPost’s 2016 Media Agency of the Year, is coming off a banner 2016 with record revenues including organic growth from 15 of its top 20 clients. In late January it was awarded media AOR duties for Fifth Third Bank.