Casey’s Grill Bar (Franchise)
We achieved the objectives of this project by developing comprehensive menus in both English and two French dialects, each tailored to the specific requirements of their respective areas. Our services included menu development, brand management, food photography, and menu design with a focus on product placement in menus to highlight and upsell featured dishes. Collaboration with the corporate chef ensured that the menus leveraged current food trends and maximized profitability. Additionally, we created specialized menus for beverages, specials, entrées, lunch takeout, and seasonal offerings. For the Sault Saint Marie location, a fully integrated campaign was developed, encompassing holiday campaigns, catering, parties/functions, and supplier collaborations with Molson. We also executed onsite photography at the North Bay location and developed radio advertisements, mailouts, newspaper ads, digital news, website development, a digital menu, and the development of an online reservation system.
The graphic design and food photography were infused with meaningful representation to reflect the brand’s identity and elevate the dining experience. Each menu was designed with strategic placement of high-quality food images, styled to evoke the dishes’ appeal and to strategically upsell select items. The visual language was consistent across all materials, incorporating elements that highlighted the brand’s commitment to quality, freshness, and culinary innovation. The use of vibrant, appetizing images and a cohesive design aesthetic ensured that the menus were not only visually appealing but also effectively communicated the brand’s value proposition and culinary offerings.
The menu development and integrated marketing campaigns successfully enhanced brand consistency and customer engagement across all locations. Key aspects included the meticulous selection of menu items, strategic food photography, and thoughtful design that leveraged trends and maximized profitability. The campaigns for the Sault Saint Marie and North Bay locations were particularly successful, with holiday campaigns, supplier collaborations, and a comprehensive digital presence that included an online reservation system. The use of high-quality images and strategic menu placement boosted the appeal of featured dishes, resulting in increased sales and customer satisfaction. Overall, the rebranding and marketing efforts solidified Casey’s Bar & Grill’s position as a leading dining destination in Ontario and Quebec.
