Inside Red Robin’s comeback plan amid a cookie-less future

The writing has been on the wall for some time. But as Google’s third-party cookie finally starts deteriorating, advertisers are having to finally grapple with the cookie-sized hole in their targeting strategies. That hole is something that Red Robin’s CMO Kevin Mayer has been thinking about even before he started the job last May.

For the past year, the 54-year-old restaurant chain has been working toward its “North Star” five-point plan, part of which includes a marketing and advertising revamp to get in front of Gen Z consumers via their digital screens. The legacy brand has been working to build up its customer base, especially amongst younger shoppers, all while mounting data privacy initiatives have made digital marketing more difficult for marketers.

“This brand used to be more of a scatter shot television, national television type of advertiser,” Mayer said. “We’re much more now of a targeted behavioral advertiser.”

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