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Fired Up Taps Austin Firm for Expansion Drive

AUSTIN-Locally based Fired Up replaces a Denver firm with Austin talent to help push expansion plans. McGarrah/Jessee will plot a marketing blitz for more than 20 Johnny Carino eateries and 200 franchises in 13 states and 12 countries.

By Tim Green | Updated on September 27, 2001

AUSTIN-Fired Up Inc. has hired a new firm to guide the Austin-based restaurant developers’ marketing efforts as it embarks on aggressive expansion campaign. Fired Up shelved its former firm, Denver-based Thomas & Perkins, to go with McGarrah/Jesse of Austin.

McGarrah/Jessee, which has done work for Mr. Gatti’s pizza restaurants and Schlotzsky’s sandwich shops, won the account after a two-month review. “McGarrah/Jessee has extensive experience in casual dining and working with franchise partners on a national basis,” Norman Abdallah, Fired Up’s co-CEO and president. “With our growth both domestically and internationally through franchises, it was important for our new agency to understand the needs of our partners worldwide.” McGarrah/Jessee plans to set up brand positioning, planning and buying media for all corporate restaurants, support franchise growth and executive creative campaigns to run in 2002.

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