The independent ad agency has sold a majority stake in its Dogmatic Gourmet Sausage System to Blum Enterprises, a developer and operator of restaurant brands founded by food industry veteran Brad Blum. Mr. Blum is the former CEO of Burger King and onetime top marketer at Olive Garden and General Mills. He has also consulted for Ruby Tuesday.
Neither party would disclose the terms of the partial sale, but both are hoping the deal is the first step to making a national enterprise of what is currently a seasonally run street-food cart that peddles gourmet sausage sandwiches to patrons on New York's Bleecker Street.
Cheddar jalapeno anyone?
Next week, Dogmatic will open its first restaurant on East 17th Street in Manhattan in the hope of drawing diners to nosh on its handmade organic pork, lamb, turkey, chicken and beef sausages and asaparagus spears on toasted rolls, which come topped with special sauces like truffle gruyere and cheddar jalapeno. They sell for $4.50 a pop and can be washed down with Dogmatic's fresh-fruit-puree sodas.
"Dogmatic is representing a new, progressive way of approaching fast food culture," said Andrew Deitchman, partner at Mother. "Brad Blum and his team have the track record not only as proven restaurateurs, but also as brand builders in this category. The unique skill of Blum Enterprises, with Mother as a creative partner, is the perfect fit to making Dogmatic a cool national brand."
Mother, which retains a stake in the operation, aims to roll out more stores around the country and will still help market the sausage house.
Mother Gives Birth to Products
Over the years Mother has been one of the most proactive agencies in the realm of product development, ownership of intellectual property and the general push to prove that agencies can do more than just create communications collateral. The shop has churned out candles, books, comics and flasks and has even opened a newsstand in London.