Orlando-based Red Lobster and Olive Garden parent Darden Restaurants aims to shift more of its ad budget from pricey, fragmented TV commercials to online and e-mail marketing efforts. The move makes sense, experts say, as consumers spend more time on mobile and digital channels and Darden looks to promote its smaller but faster-growing specialty chains including Seasons 52, Yard House and Capital Grille. "They're trying to figure out, can they get their message out there and do it for less money in more targeted ways," said Miami-based branding consultant Eli Portnoy.

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