Mason & Madison grabs bagel franchise

BURLINGTON, VT: Bruegger's, which franchises and operates 250 bagel outlets in 18 states, has picked Mason & Madison as its first PR agency of record.

BURLINGTON, VT: Bruegger's, which franchises and operates 250 bagel outlets in 18 states, has picked Mason & Madison as its first PR agency of record.

The company, which has a new ownership group, is looking to remodel its restaurants and expand its menu offerings beyond its signature bagels to include lunch and breakfast items, said Scott Hughes, VP marketing at Bruegger's.

Mason & Madison has begun researching the perception of Bruegger's among customers, franchisees, and company managers, said agency president Francis Onofrio. A media relations effort targeting consumer press and some trade magazines is also planned.

The PR campaign will begin in mid-November and start in the five markets across the country where Bruegger's plans to open remodeled facilities, Hughes said.

"The objective is to build awareness for the brand and new products," Onofrio said.

Internally, the agency is coordinating company messages nationwide among its franchisees and employees.

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