Coco's and Carrows Award Hispanic Advertising Accounts to Dallas-Based Dieste & Partners.

IRVINE, Calif.--(BUSINESS WIRE)--June 24, 1999--

Coco's and Carrows restaurants concluded a two-month search for a Hispanic-market advertising agency by awarding both brands' accounts to Dallas-based Dieste & Partners.

The review was fueled by strategic changes in the future direction of Coco's and Carrows. The decision represents each brand's commitment to developing a fully integrated communications strategy to reach Hispanic consumers. Prior to awarding Dieste & Partners the accounts, both Coco's and Carrows worked with Hispanic advertising agencies on a project basis.

Early this year, Coco's embarked upon a major brand transformation, highlighted by the introduction of a new menu and three prototype restaurants designed to move the chain into more contemporary family dining. The communication of Coco's new restaurant concept, Coco's Cafe & Bakery, to Hispanic consumers is a critical component of the company's roll-out plans over the next two years.

Carrows also underwent transformation, completing a systemwide upgrade of its restaurants in April. Enhancements include new exterior signage and interior refurbishing.

"As we continue the exciting work underway to reposition both the Coco's and Carrows brands, we recognize a tremendous opportunity to reach Hispanic consumers in the communities we serve," said Mimi Schiffer, senior vice president of marketing for Coco's and Carrows.

Schiffer added, "Dieste & Partners is uniquely qualified to help us maximize this opportunity. They are incredibly strategic and creative in their thinking, have an impressive track record of building strong brands in the Hispanic community and bring to Coco's and Carrows a wealth of account talent and retail expertise."

Different account teams from Dieste & Partners will lead the advertising efforts for Coco's and Carrows to preserve the uniqueness of each brand.

"We are very excited about the opportunity to build the Coco's and Carrows brands in the Hispanic market," said Tony Dieste, president of Dieste & Partners. "Both brands lend themselves to accelerated growth in this key segment given that most Hispanics dine with their families and are looking for fun, contemporary and casual meal options. This is a great opportunity for our agency to get involved at the ground level and impact both brands' positioning and advertising."

Dieste & Partners will spend the latter half of this year with Coco's and Carrows on research and planning. Their first advertising efforts are expected to appear in early 2000. The agency will provide a full range of advertising services to both brands and be responsible for all creative and media assignments. The decision was made by representatives from Coco's and Carrows' marketing groups along with the chains' executive management.

Coco's and Carrows have headquarters in Irvine. Coco's operates more than 480 restaurants. Domestic locations are primarily in California and Arizona, with additional locations in Colorado, Washington, Indiana and Missouri. International Coco's are located in Japan, Korea, China and the United Arab Emirates.

Carrows operates more than 145 restaurants concentrated in California with additional locations in neighboring states. Coco's and Carrows are subsidiaries of Advantica Restaurant Group Inc. (Nasdaq:DINE), one of the nation's largest restaurant companies.