Capital Grille parent Darden conducts RFP

ORLANDO, FL: Darden Restaurants' Specialty Restaurant Group is conducting an RFP for an agency partner to promote its Capital Grille, Seasons52, Bahama Breeze, and Eddie V's chains.

ORLANDO, FL: Darden Restaurants' Specialty Restaurant Group is conducting an RFP for an agency partner to promote its Capital Grille, Seasons52, Bahama Breeze, and Eddie V's chains.

Darden is seeking an agency to grow its brands and its business through media outreach, national partnerships, and communications programs, according to documents obtained by PRWeek. Darden representatives declined to comment on the ongoing review.

The Specialty Restaurant Group does not include Darden's Olive Garden, Red Lobster, and Longhorn Steakhouse brands, which work with Edelman.

The company is looking for a firm to lead PR strategy, media relations, and its brands' entrance into new markets. Budget information was not disclosed.  

Darden will select an agency based on its understanding of the restaurants in the Specialty Group, as well as their target audiences, according to the RFP documents. The company is also looking for a firm that can provide insight into potential opportunities for its restaurants.

The deadline for the first round of the RFP is May 29. The company will pick four to six firms to meet with executives early next month. Darden will look at final presentations in mid-July, according to the documents.

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