GSD&M, the Austin, Texas-based ad agency for Romano's Macaroni Grill, discovered through research, that at 4 p.m. on a typical day, 80% of Americans aren't sure what they're doing for dinner. As a result, the agency began using radio in the New York Market to reach adults, 25-54, during afternoon drive, when they were on their way home from work.
Romano's Macaroni Grill 

Currently, radio is the only medium used by RMG in New York, and the reaction to the Dallas-based restaurant chain's breakthrough creative approach has been "overhwhelming", according to Barry Haydon, GSD&M account supervisor.

The agency created two chefs, Aldo and Carlo, who have, in Haydon's words, become "talking and breathing icons." Pointing out that chefs really do develop the food products at Macaroni Grill, Haydon says the purpose of the radio was to make the commercials both entertaining and informative through the characters' friendly banter. "We make it entertaining," he says, "and promote the feature dishes at the same time."

One vehicle for doing this is the running disagreement between Aldo and Carlo over the amount of capers to be added to a particular dish. The chefs do, however, manage to mention the other ingredients -- mushrooms, artichoke hearts and cappellini.

"New York is a huge market for us."

RMG has seven locations in the New York Metro, and eight seconds are allotted in each commercial to tag two of them. Pointing out that, "New York is a huge market for us," Haydon says radio's low production costs and flexibility have enabled the agency to keep the Aldo and Carlo saga going by constantly creating new variations on the theme. And, he adds, sales increases have confirmed the success of the radio campaigns. The RMG commercials air on about 11 New York stations.