Café Rouge, part of the Casual Dining Group, has brought in LightBrigade to handle its consumer PR, as the French-styled restaurant chain undergoes a major property and brand revamp.
In its 26th year, Café Rouge’s “rejuvenation programme” has seen 50 of its restaurant get new interior designs, as well as a front and back of house refurbishment.
The brand plans to re-launch another 30 restaurants this year and launch a refreshed menu in March.
LightBrigade, which also works with hospitality brands including YO! Sushi, giraffe, Domino’s, pod and The Real Greek, will report to Georgia Hall, brand director for Café Rouge.
The account will be led by Alan Twigg, LightBrigade’s MD.
Hall said: “It is a genuine privilege to restore a heritage brand to glory days and pay homage to all the French food classics and Parisian bistro style. We are excited to have the LightBrigade team join us on the journey which will include launching new sites, menus, food innovation and new dining concepts.
“LightBrigade understands the dynamics of the fast moving and shifting casual dining market in the UK and its passion for what we do and its clarity of thinking struck us immediately.”
Twigg added: “This is just a fabulous brand and the work going on to rejuvenate it is really impressive. As more and more dining concepts appear what seems like every week, it’s time we celebrate a true classic and ensure Café Rouge is consistently promoted as authentic, established and expert in its field.”