Fast-casual restaurant chain Cosi has selected ESW Partners/Chicago as its new agency of record, following an extensive agency search. Cosi operates 145 outlets throughout the United States and reportedly plans to expand over the next two years. ESW was hired to handle branding and all marketing and communications efforts for the restaurant chain. Separately, e-SW2, the interactive arm of ESW Partners, will handle all Web-related activities, including the redesign of Cosi's Web site. "Cosi has a great story to tell," said Jim Signorelli, founder and CEO of ESW Partners. Cosi CEO Jim Hyatt said the company chose ESW because of "their knowledge of the restaurant business and especially their analytical approach taken to competitively position the Cosi brand.
With approximately $60 million in combined billings, ESW will celebrate its 10th year in business this October.