Grupo Anderson's Retains QMG

Orlando-based Quantified Marketing Group has crafted a niche as the nation’s only full-service strategic marketing and public relations firm exclusively focused on the restaurant industry. The firm’s expertise led to Grupo Anderson’s naming it the complete outsourced marketing department.

Orlando, FL – Known as the nation’s only full-service strategic marketing and public relations firm exclusively focused on the restaurant industry, Orlando-based Quantified Marketing Group has crafted a niche that has dramatically increased revenues over the last year. The company’s growth received a significant boost when Mexico’s largest restaurant company recently ousourced its entire marketing department to Quantified Marketing Group.

Based in Cancun with restaurants across Mexico and the Caribbean - and known worldwide for its flagship brand, Señor Frog's - Grupo Anderson’s is
expanding into the United States this year with a $25 million investment and locations in Myrtle Beach, Honolulu and Las Vegas. The restaurant company’s officials project that each store will generate $8-$20 million in annual sales – mirroring figures of their existing locations in Mexico and the Caribbean. Because their initial expansion is emphasizing single-unit locations in high-volume, tourist-driven markets – and these units are not concentrated in one geographic area - this warrants grassroots marketing and public relations campaigns to help reach sales projections rather than costly mass media advertising programs. Thus, the main reason they turned to Quantified Marketing Group.

"We were searching for a company that not only understands strategic marketing and public relations, and the restaurant industry," said Jorge Hinojosa, vice president of Grupo Anderson’s. "In Quantified Marketing Group, we found a company that has expert knowledge of restaurant marketing and non-traditional approaches. They will be an invaluable partner as we move forward with our entrance into the United States market."

As the complete outsourced marketing department for Grupo Anderson’s, Quantified Marketing Group will provide services that include corporate marketing strategy, merchandising, local store marketing, public relations, web site and interactive design, menu development and design, concept design, graphic design and training support. Presently, Quantified Marketing Group is coordinating a press trip for the restaurant company's brands in Cancun, which include Señor Frog's, Carlos ‘n Charlie's and Glazz, a high-end Asian restaurant. Quantified Marketing Group is also helping Grupo Anderson's launch the Señor Frog's May opening in Myrtle Beach. The company will open Señor Frog's locations in Honolulu and Las Vegas in the fourth quarter of this year.
 
Established by Allen in 2001, QMG works with high-volume independent restaurants, chain restaurants and leading supplier companies in the development and execution of marketing and public relations strategies. The company has evolved from a small organization that offered strategic marketing services to a full-service firm that manages complete outsourced marketing, public relations and strategic brand management responsibilities, as illustrated by the role it is spearheading for Grupo Anderson’s.

The relationship with Grupo Anderson's represents QMG's most prominent contract at $35,000 per month in net revenues, and is expected to rise with the sales growth of the restaurants. Taking a non-traditional approach, QMG does not advocate traditional advertising, instead focusing efforts on local store marketing and public relations. This philosophy, and the specialization in the restaurant industry, has resulted in QMG's rapid growth, according to the firm's founder and CEO Aaron Allen.
 
"Grupo Anderson's hired us because our expertise is in the restaurant industry, and because of a creative approach that does not necessitate mass media advertising," said Allen, a former marketing executive with The Breakers in Palm Beach and the Florida Restaurant Association. "This gives us an edge over other marketing and public relations firms.

“We're not the largest organization, but we're the only one who does what we do, and I’m a firm believer that specialization is more attractive to clients than sheer size,” Allen added. “Grupo Anderson’s is part of a new breed of executives that believes bragging rights are best achieved by results, not by egos or by a Madison Avenue address.”

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