Industry News | April 6, 2005

Einstein Bros. Café Unveils First Ad Campaign

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New World Restaurant Group, Inc. has announced a new ad campaign to launch the company’s gourmet brand, Einstein Bros. Café. “Inspiration at every table” breaks in print, outdoor, television, radio, and internet mediums on April 11, 2005 in Colorado Springs, Colorado. The campaign incorporates the brand’s new logo which features a bright green, blue, and orange color palette and highlights the restaurant’s sophisticated ambiance. Einstein Bros. Café awarded Denver-based Thomas Taber & Drazen its advertising account in February 2005.

“We have revitalized the Einstein Bros. brand to meet and exceed the expectations of today’s consumers,” says Monica Hahn, senior vice president of marketing for New World Restaurant Group. “Their tastes have evolved and the aging boomer population is food savvy. Going out to eat is a way they treat themselves. This campaign reflects the vitality and experience at Café and encourages consumers to linger rather than grabbing food to go.”

“Our challenge was to develop a campaign to help consumers understand how Einstein Bros. is different,” says Bryan Thomas, CEO of Thomas Taber & Drazen. “These advertisements reiterate that the new brand offers gourmet, distinctive flavors in a relaxed setting.”

While bagels are still on the menu, Einstein Bros. Café offers a lunch menu with a culinary focus on innovative items using fresh and high quality ingredients. The menu features items such as Rustic Roast Beef, shaved roast beef served warm on a ciabatta with caramelized onions, mozzarella cheese, and roasted garlic horseradish spread; Chicken Curry, Tandoori spiced chicken topped with creamy mango curry spread, butter lettuce, sliced cucumber, and cilantro served warm on a ciabatta; Tuna Nicoise, a lettuce wrap with vine ripened tomatoes, cucumbers, red onions, black olives, and lemon caper vinaigrette; and Mediterranean Chicken Salad, seasonal greens topped with chicken, roasted red peppers, cucumbers, almonds, black olives, goat cheese, and fig balsamic vinaigrette.

The Café serves entrées on plates with flatware and hot beverages are served in ceramic coffee mugs. “The Einstein Bros. Café experience is about the food. The switch to tableware defines the quality of our food and creates a dine-in atmosphere,” says Karen Bebus, brand manager for Einstein Bros. The restaurant also provides customers with a ‘virtual office’ with high-backed booths, comfortable chairs, free wireless internet access and magazine racks, encouraging them to linger and conduct business in a comfortable environment.