How the DAC Consolidated UK Digital Media Strategy Across Four of The Big Table Group’s Key Brands Is Designed to Drive Table Bookings

Ever been scrolling through your phone, trying to decide where to go for dinner, and an ad pops up for a restaurant that looks just right? That’s no accident. There’s a whole world of planning that goes into getting that perfect suggestion in front of you. And for some of the UK’s most popular restaurant chains, that planning is about to get a major upgrade. On 15 January 2026, it was announced that The Big Table Group, the company that owns some seriously well-known eateries, has teamed up with media agency DAC to shake up its digital media strategy. This is all about making it easier for you to find and book a table at places you already love.

A new game plan for your favourite restaurants

So, who are we talking about? The Big Table Group is the powerhouse behind four massive brands that you’ve definitely seen on the high street: Bella Italia, Frankie & Benny’s, Las Iguanas, and Banana Tree. That’s a lot of different menus and vibes to manage. To bring them all together online, they’ve brought in DAC, a company that’s a bit like a master strategist for the internet. Their job is to create a clever, unified paid media strategy across the entire UK restaurant chain portfolio.

What does this actually mean for diners?

When companies talk about "unifying a paid media strategy," it can sound a bit complicated. But it's actually quite simple. Paid media is just another name for advertising, the kind of stuff businesses pay for on platforms like Google and social media. The new plan means that the ads you see for, say, Bella Italia will be more targeted and relevant to you. It’s all about moving away from just general awareness – where they just remind you they exist – towards something called customer acquisition.

Here’s a simple way to think about it:

• Awareness: Seeing a billboard for Frankie & Benny’s while you’re on a bus. You see it, you know the brand, but you might not do anything about it.

• Customer Acquisition: Seeing a special offer for Frankie & Benny’s on your Instagram feed right when you’re thinking about booking a family dinner. That’s the kind of ad that gets you to click and book a table.

The new strategy is all about that second part. DAC will be focusing on performance marketing, which is a fancy way of saying "advertising that gets results." They're revamping the whole digital media approach to actively encourage table bookings, making sure every penny of the media investment is pulling its weight.

Getting clever with the money

Every business wants to know if the money it spends on advertising is actually working. That’s called ‘Return on Investment,’ or ROI for short. A huge part of DAC’s job is to increase the measurable ROI for The Big Table Group. They’re not just spending money on ads; they’re making a smart media investment with the goal of maximising ROI. This means no more guessing what works.

How will they do it? A big focus will be on restructuring the Google and Meta Paid Media activity. This means the ads people see on Google search, YouTube, Facebook, and Instagram for Las Iguanas or Banana Tree will be much more refined. Instead of a scattergun approach, they'll use precision targeting. For example, if your online activity suggests you love Pan-Asian food, you’re more likely to see an ad for Banana Tree. If you’ve been searching for birthday party venues, a post about group bookings at Las Iguanas might pop up. It’s about connecting the right restaurant with the right person at the right time, which is key for customer acquisition.

Seeing what actually works with a new dashboard

One of the coolest parts of this new partnership is the tech behind it. DAC is putting in new tracking processes and creating a special dashboard. This isn't just any old spreadsheet; it’s a powerful tool that will give The Big Table Group amazing performance insights. For the first time, they'll be able to see exactly how their digital media spend is leading to actual table bookings. The dashboard will show on-demand data for every single restaurant chain, right down to how a specific advert is performing.

This level of transparency is a game-changer. It means the team can see in real-time what’s working and what’s not. Is that picture of a carbonara from Bella Italia getting more clicks than the pizza? Is the video ad for Frankie & Benny’s leading to more bookings than the static image? The dashboard will have all the answers. This allows for constant tweaking and optimisation of the paid media strategy, ensuring they are always maximising ROI.

A word from the experts

It’s clear there’s a lot of excitement around this new strategy. Mike Fantis, a VP at DAC, shared his thoughts on the partnership. He highlighted the opportunity to work with such a well-known group of brands and to apply a data-driven approach to their marketing. "It’s a real treat to partner with The Big Table Group," he commented. "These are brands people in the UK know and love, from Las Iguanas to Banana Tree. Our job is to use a smart digital media strategy to make sure that when someone is thinking about dinner, one of these fantastic restaurants is the first thing that comes to mind. By focusing on maximising ROI and providing clear performance insights via our dashboard, we can help drive real growth and fill up those tables." This highlights the core mission: using smart media to connect people with the restaurants they’ll enjoy.

So, the next time you’re looking for a place to eat and a perfectly timed ad appears, you’ll know a little more about the complex strategy that put it there. The collaboration between DAC and The Big Table Group is all about taking the guesswork out of advertising and focusing on what really matters: getting happy customers sat down at a table, ready to order.