Gabrielle Shaw Communications | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations
|Main Telephone||020 7731 8811|
Gabrielle Shaw Communications Contacts
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|Kara C.||Public Relations Manager||London|
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Agency, Millennial Engagement Opps: Vuln. account MOD Pizza appoints PR, opens first UK restaurant
Subject: Social, Digital, TV, ATL, Mobile, Millennials, Outdoor, Radio.
Company: MOD Pizza, fast-casual pizza chain based in Seattle, USA and incorporates the “made-on-demand” acronym. It is launching in the UK in partnership with British billionaire Sir Charles Dunstone, the backer of Five Guys.
Opportunity: The Gabrielle Shaw Communications to handle PR and opened its first UK restaurant this month in Leeds. With plans to open five UK sites by the end of 2016, the second site will open in Brighton in August. the chain using the same strategy of Five Guys', which has expanded to 30 units in about two years.
Note that both Domino's and Pizza Hut tend to advertise heavily in the first half of the year and are going after a target market of 20- to 30-something Londoners. Sports, hobbies, entertainment and education sellers will have an advantage, as the chain is poised to spend in direct marketing, digital and ATL.
MOD handles marketing in-house, but agencies with branding and millennial engagement expertise could win some business with the brand in as little as six months from now. Those will restaurant experience and emerging market brands will have an advantage.
Executive Hires: In naming former Nando boss John Nelson as CEO.
Market Opp: The UK's fast-casual chain market is growing, but at a slower place than it has in the States. Currently, this concept represents 6% of sales among the and is seeing an uptake in pizza consumption, opening the market to a new fast-casual, bespoke food chain concept such as MOD.
146 Freston Road, London, W10 6TR
Mr Timothy Morris
Ms Jemma Morgan
Head of Marketing UK
Mr John Nelson