Whitbread to raise profile of Out & Out

As the chain gears up for expansion, it has hired Brahm Public Relations to handle the brand for the first time.

Brahm landed the account through previous work done by two agency executives on fellow Whitbread restaurant chain Beefeater.

Account director Rachel Griffiths and account manager Tim Downs worked on Beefeater while at Manchester agency Communique two years ago.

Griffiths said: ‘Out & Out is a relatively new brand – our remit is to generate regional coverage, as they are very much local restaurants. As the chain expands we are looking to develop a national presence.

Work for the Out & Out account started on 1 June and centres on national and regional PR that taps into the chain’s local ‘independently run’ feel.

Out & Out currently has 30 sites, but expects to unveil a clutch of new outlets this year.

Brahm will develop the national consumer profile to target Out & Out’s likely customers – mid-week diners and families.

The agency will use key dates and occasions across the chain’s calendar in its work, such as the launch this week of a new children’s menu.

Another key factor is to be the promotion of the chain’s use of fully trained chefs focusing on freshly prepared food.

The brand, positioned at the top end of the pub restaurant market, was launched in April 2001 after Whitbread decided there was a gap in the market for a more ‘adventurous’ restaurant experience.