The contract involves national and local PR support for new restaurant openings and existing locations where necessary, M&C Saatchi PR MD Chris Hides told PRWeek. There is also a corporate brief focused on profiling around Byron founder and CEO Tom Byng in particular.
Hides said: "There are an awful lot of burger restaurants opening of various different shapes and sizes. What’s important for Byron is that it is able to retain a clear identity in the market. It’s really about making sure the customers it needs to attract understand where Byron sits."
Amanda Royston, Byron marketing director, said: "As we grow, we are confident that more customers will appreciate our obsession with doing things properly and our commitment to raising expectations around customer service. M&C Saatchi PR’s expertise in working with groundbreaking, market-leading brands will be invaluable in enabling us to do just that."
Byron was founded in 2007 and currently operates more than 50 restaurants as it continues to grow across the UK. The chain was sold by the Gondola Group in 2013 for £100m to Hutton Collins Partners.
Byng said: "Our vision remains the same as ever – to serve consistently delicious hamburgers in beautiful, individually designed restaurants. I’m delighted to be working with the M&C Saatchi PR team to continue our mission to bring proper hamburgers to more customers throughout the UK."