EatClub’s latest brand campaign reimagines what it means to dine out smart via It’s Friday

Australia — EatClub has unveiled its first major brand campaign, introducing a new platform called ‘Dining Out. Done Smart,’ designed to encourage consumers to get more value, variety and enjoyment from every dining experience.

Created by creative agency It’s Friday, the campaign marks the largest brand investment in EatClub’s history and signals a new phase of growth for the restaurant deals platform as it expands across Australia and the UK.

At the centre of the campaign is a hero film that follows a confident diner moving effortlessly between restaurants and bars while unlocking new experiences, built around the idea that the smartest diners do not compromise on quality or experience, but simply know how to make better dining choices.

Rather than focusing solely on discounts, the campaign positions EatClub as a smarter way for consumers to discover restaurants, explore new venues, and enjoy more dining occasions, designed to reflect changing consumer behaviour where diners are looking for both value and memorable experiences when eating out.

The campaign is also based on the insight that while many restaurants experience quieter periods throughout the day, consumers are increasingly looking for opportunities to dine out more often without stretching their budgets. Through this approach, EatClub aims to create value for both diners and hospitality businesses.

Launching across television, streaming, outdoor, digital, audio, cinema and social media channels, the campaign introduces a fresh brand identity that reflects modern dining culture and the role EatClub plays in helping consumers make more informed choices.

“Depending on who you talk to, EatClub is either Australia’s best or worst kept dining secret. But trying is believing, and once you have, there’s no going back,” said Louis Esther, Chief Marketing Officer at EatClub. 

“What makes it work is that both sides genuinely love it. Diners discover venues they’d never have tried, save on food and drinks, and the whole experience is completely discreet. Restaurants turn quiet periods into busy ones. That kind of win-win is rare, and this campaign is our moment to share it with the Australians who haven’t found us yet,” added Esther. 

“‘Dining Out. Done Smart.’ captures that idea in a simple and memorable way. It’s a platform built around helping Australians make the most of one of the things they love doing most: eating out,” said Pete Bosilkovski, Chief Executive Officer at It’s Friday. 

The launch also represents EatClub’s first major piece of work with It’s Friday and reinforces the company’s ambition to strengthen brand awareness as competition within the dining and hospitality sector continues to grow.

With ‘Dining Out. Done Smart.,’ EatClub is looking to position itself not just as a restaurant deals platform, but as a brand that helps consumers discover more experiences while making every meal out feel like a smarter decision.