Fisher Keys on Research for Coco's, Carrows

Brandweek, Feb 7, 2000 by Theresa Howard

In the very competitive market that defines the restaurant world in the Western U.S.,Jim Fisher is trying to eke out a bigger piece of the pie in the family dining business as vp of marketing for the 185-unit Coco's and 150-unit Carrows chains. Named to his post in December, Fisher is leading the charge with some heavy hitting research to find out just what motivates and distinguishes the customer base for Coco's and Carrows. The two brands are owned and operated by Advantica Restaurant Group and compete against sister brand Denny's.

"This is deep, significant numbers-driven research so that we know and understand the market, the key segments, and the motivational drivers of our customers," said Fisher With competing brands under the same roof, Fisher has his work cut out for him. Nonetheless, he is confident each brand is unique.

"These are two brands and we need to understand them together at the top but keep them separate," he said. "Each brand has a different history and heritage, and the segmentation research will help us identify that in the eyes of the customer."

Within weeks of his arrival at the Irvine, Calif.-based company, Fisher consolidated advertising responsibilities for the two brands under J. Walter Thompson West, which previously handled just the Coco's brand. But as Carrows moves toward a repositioning following the completion of the research project, JWT will be instrumental in aiding the rebranding effort with a separate account team.

Fisher, previously at Sodexho Marriott Services following stints at Cracker Barrel, Bakers Square, Shakey's and Pizza Hut, holds a bachelor's degree in economics from Yale University and an MBA from the University of Chicago.