Shane's Rib Shack hires agencies for branding, communications programs

Nation's Restaurant News,  March 31, 2008  

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ATLANTA -- Shane's Rib Shack has hired two agencies to help brand the 80-unit chain as "America's barbecue destination."

Miller Zell of Atlanta, a retail-marketing agency, will focus on developing retail communications to enhance the in-store experience for diners and play up Shane's brand personality. New York-based Momentum Worldwide will handle creative duties including outdoor, print, radio, digital, non-traditional initiatives and promotions.

The chain, a division of Raving Brands, plans to grow nationally while maintaining a brand personality that "feels like it fits into the local community;' said executive vice president Chris Morocco.

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