Red Robin has selected KBS for AOR duties following a competitive review. The incumbent agency was KBS's sister shop Vitro, which handled the account since 2013.
KBS will oversee brand strategy and creative marketing, as well as digital media planning and buying through KBS' media agency The Media Kitchen.
Red Robin has "begun working aggressively on a new playbook which will impact the second half of 2016," they say. Its priority opportunities are to cast a wider net to increase its guest base and to recapture its competitive edge on guest engagement and service time reliability.
Also on the priority list: reinvigorating elements of everyday value, and finding new and more effective ways to go to market.
“KBS demonstrated a whole new approach to our business and marketing strategy,” stated Jonathan Muhtar, CMO, Red Robin Gourmet Burgers and Brews. “They challenged our way of thinking and showed us how we can leverage the currency of burger culture to guide our strategy. We’re confident that they’ll be the perfect partner as we look to engage existing customers and reach new burger aficionados.”
This is the MDC Partners-owned agency's first win in the food and beverage category since U.S. CEO Ed Brojerdi took the helm in 2014. KBS’ previous experience in the food and beverage category includes Wendy’s and Steak n’ Shake.
Meanwhile, this is yet another hit for Vitro, which laid off several staffers after losing the Asics, Wild Turkey, and Kaplan University accounts earlier this year.