The Big Table Group, the UK restaurant chain behind Bella Italia, Frankie & Benny’s, Las Iguanas, and Banana Tree, has consolidated its media business into independent international agency DAC.
Founded in 1972, DAC has over 600 employees across 12 offices in Europe, the US, and Canada and works with over 200 brands globally. UK clients include David Lloyd Clubs, Graff, Boots, Big Table Group, Medivet, Kingfisher Group, Robert Dyas and Ryman.
The Big Table Group has tasked DAC with unifying its paid media strategy and growing measurable ROI. The brief covers the delivery of consistent, comparable performance reporting across all brands and increasing the efficiency of media investment through precision targeting and channel optimisation.
DAC will implement new tracking processes to offer transparency on how media spend is contributing to bookings and also create a dashboard that enables on-demand performance insights across each restaurant chain down to the individual ad.
A revised media strategy will shift the dial from awareness only activity to performance marketing that will actively drive customer acquisition and table bookings. Notably, DAC will restructure Google and Meta Paid Media activity to focus on maximising ROI.
Big Table group digital marketing director Emma Naumann said: “We needed a partner who could go beyond just channel management and help us understand what’s driving bookings down to each individual offer.
“DAC’s expertise in paid media coupled with the detail of strategic business insight it offers through the dashboard gives us just what we need to think bigger than brand building. The team’s approach will give us joined-up insights and a clear performance picture to help us make better business decisions, faster.”
DAC vice-president and managing partner Mike Fantis added: “The Big Table Group had a very clear ask – turn media investment into measurable commercial outcomes. This is the kind of challenge that demands a holistic approach across data, platforms and creative execution.
“Managing four distinct brands under one strategic framework means finding the balance between efficiency and nuance – and that’s where our ‘brand-to-local’ approach comes into its own. It connects national brand strategy to local conversation through data, agility and channel expertise.”
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