Donatos is appointing Curiosity as the pizza chain’s social media agency of record following a competitive review. Geben Communications previously managed the account.
Now, the Cincinnati-based agency will lead social media strategy and execution, as well as community management, across Facebook, Instagram, and Twitter. Under the assignment, the agency will be measured based on increased engagement, in-store sales, and market expansion.
Curiosity’s first task will develop a voice and identity for the company with plans to update the social brand with a new look, tone, voice and feel, says a Curiosity spokesperson. “Our creative and media teams will work together to create and execute a memorable, engaging story for Donatos.”
This appointment comes as the restaurant chain embarks on a national growth plan expanding both its reach and visibility. Donatos currently operates 168 traditional restaurants in the Southeast, as well as 93 non-traditional locations, including a partnership with Red Robin that offers a scaled-down Donatos pizza menu alongside Red Robin's burgers.
After testing began in 2018, this partnership will grow to nearly 200 locations by the end of 2021. The menu is also available at 14 sports and entertainment venues. In the coming weeks, Donatos will also introduce new menu options, including cauliflower wings, a nod to diners looking for healthier food choices.
“At Donatos we say ‘every piece is important,’ and finding the right social media partner to help us evolve and scale, was a critical piece in our story we needed to fill,” says Carol Pasquariello, senior vice president, marketing, Donatos. “We’re confident Curiosity is the perfect partner to bring both strong strategy guidance and help create a unique Donatos voice that will excite franchise partners, inspire consumers, and drive sales.”