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East Side Mario’s is once again serving up a new menu and a new advertising campaign in an effort to recommit to value, family and fun.
Mississauga, Ont.-based Prime Restaurants of Canada Inc., owner of the Italian-themed restaurant chain, first embarked on a redesign and rebranding effort two years ago to reflect consumer expectations from the casual-dining experience.
The chain devoted 18 months to improving food quality, menu selection and atmosphere, outfitting locations with framed pictures and crystal chandeliers for a warmer, welcoming look.
However, John Verdon, vice-president, marketing for East Side Mario’s, said the chain had taken its “eye off the ball” by attempting to appeal to a slightly more upscale clientele.
Now, “we’ve gone back to what people know us for,” he said.
This time the restaurant has updated its menu to include new dishes like ribs, steak and shrimp, rotisserie chicken and ribs, wings and nachos. The effort marks a “recommitment to what makes [East Side Mario’s] great and what consumers expect from us,” he said.
The changes were based on conversations senior level execs had with franchisees and consumers during an eight-stop cross-country tour, said Verdon. “It became clear what they expect and want from an East Side Mario’s.”
East Side Mario’s is supporting the new menu through TV, radio, direct mail, in-store, online ads and a newly designed website, all developed by Toronto-based Endeavour.
The campaign brings back the chain’s old tag line “Budda Boom Budda Bing,” and theme music, which resonated with consumers in the past, said Verdon.
It will air during CBC and TSN coverage of the Stanley Cup playoffs and during shows like American Idol, Dancing With The Stars, Survivor, 30 Rock and House.
The recommitment to family and fun also includes Kids Eat Free days, activity books, the birthday wheel, songs and cake, a selection of kids meals and kids.
The campaign will run until May 9, with Ron Christie Communications handling the $2.5 million media buy.
