Brinker picks new ad agency for Macaroni Grill

DALLAS Brinker International Inc. has chosen Dallas-based independent Firehouse as ad agency of record for the company’s Romano’s Macaroni Grill concept.


Firehouse will be responsible for developing branding initiatives including broadcast, print, in-store material, local-store marketing and interactive elements designed to bring the chain’s “fresh translation of Italian to life,” said Firehouse president Mark Hall.



Brinker has been looking to sell 220-unit Macaroni Grill, the second largest brand in its portfolio, since last August.



Other Brinker brands include Chili’s Grill & Bar, Maggiano’s Little Italy and On The Border Mexican Grill & Cantina.