ORLANDO, FL: Grupo Anderson, a Mexican restaurant operator best known for spring-break destination Se?or Frog, has named Quantified Marketing Group (QMC) its global AOR.
The restaurant-specialty firm is charged primarily with aiding Grupo Anderson in its $25 million effort to open its first Se?or Frog outlets in the US this year. A Myrtle Beach location will open in May, and Honolulu and Las Vegas Se?or Frogs are set to debut toward the end of the year.
But the firm's assignment goes beyond restaurant openings. According to Grupo's Aaron Allen, QMG founder and CEO, the company's entire marketing department has been outsourced to the QMC, which will provide marketing strategy, merchandising, local store marketing, PR, and a host of design functions
Most of the in-house marketing team of seven has either moved on or been redistributed within the company, said Allen.
The company picked QMG based on a referral. It previously handled PR and marketing in-house. Billings for the one-year account were placed at $35,000 per month.
The Se?or Frog restaurant in Cancun is a well-known institution for college students on spring break - a far cry from the more family-oriented Myrtle Beach. Allen insisted, however, that Senor Frog's brand position is ultimately about fun - not hedonism.
The Myrtle Beach opening will include skydivers dressed like frogs landing on lilypads in front of the restaurant, which "keeps with the playful brand personality," Allen said.