EATCLUB UNVEILS FIRST MAJOR BRAND CAMPAIGN ‘DINING OUT. DONE SMART.’

EatClub has launched Dining Out. Done Smart., its first major brand campaign via It’s Friday. Expanding across Australia and the UK, the app positions itself as the smarter way to dine out, offering up to 50% off, rewards and discovery, while boosting hospitality revenues and elevating everyday dining experiences.  

EatClub, the restaurant deals app co-founded with three-star Michelin chef Marco Pierre White, has launched its first large-scale brand campaign, Dining Out. Done Smart., created by independent agency It’s Friday. The campaign marks a milestone for the Australian-founded business as it expands across Australia and the UK, introducing a confident new brand platform designed to elevate the dining experience.  

Built on the insight that even the best restaurants have quiet moments, the campaign positions EatClub as the smarter way to discover venues, unlock exclusive offers of up to 50% off food and drinks, earn rewards and make dining out more frequent and affordable. With Australians saving $100 million annually and hospitality venues generating more than $400 million in additional revenue, the app has become a discreet win-win for both diners and restaurants.  

The campaign launches with a hero film featuring a charismatic diner who glides through bustling restaurants and bars, opening doors to new experiences. She embodies the central idea that smart diners don’t compromise on quality—they simply know how to get more from every occasion. The film culminates with the unveiling of EatClub’s new brand platform, Dining Out. Done Smart.  

Louis Esther, Chief Marketing Officer at EatClub, described the campaign as an inflection point: “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. Diners discover venues they’d never have tried, save on food and drinks, and restaurants turn quiet periods into busy ones. That kind of win-win is rare, and this campaign is our moment to share it with Australians who haven’t found us yet.”  

Pete Bosilkovski, CEO of It’s Friday, added: “EatClub is one of Australia’s best-kept secrets. The opportunity was to introduce people to a smarter way to dine out—one that helps them discover great venues, enjoy more experiences and get more value from every occasion. Dining Out. Done Smart. captures that idea in a simple and memorable way.”  

Rolling out across television, streaming, outdoor, digital, audio, social and cinema, the campaign introduces a fresh brand world that reflects modern dining culture and EatClub’s role in shaping it.