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Restaurant chain Milestones has gone upscale with new logo, menu, look and radio ads starring Robin Leach.
Mississauga, Ont.-based Cara Operations Limited, owner of the casual dining chain, is in the midst of rebranding its 39 locations in Ontario, Alberta and British Columbia.
The redesign is part of a refresh strategy that gives 10- to 15-year-old stores, a new contemporary identity, said Peter Housley, president of Milestones, who now classifies the chain as an “urban dinner house in the suburbs.”
The five newly renovated restaurants and three brand new locations are designed by II BY IV Design Associates Inc. The restaurants now have more lounge space and less traditional dining areas, to create a more social atmosphere, said Housley.
The menu has been simplified and was reduced by 20 dishes to focus on basic favourites like steak, chicken, seafood salads, shared plate appetizers and desserts.
The martini glass will also disappear from the logo, which will now just use the Milestones name in lower case.
The renovations are supported with a re-designed website, MilestonesRestaurants.com as well as three 30-second radio commercials starring Robin Leach for the new flagship location on the fourth floor of the Toronto Life building at Yonge and Dundas.
One radio spot starts with a hostess welcoming guests to Milestones. Leach interrupts with: “That’s right—fabulous Yonge and Dundas. The glitz, the glamour, it’s a little bit Manhattan and a tiny bit Saint Tropez, and to top it all, four floors up is the culinary pinnacle Milestones on Four,” while Lifestyles of the Rich and Famous-type music plays in the background. “Dining on the spectacular patio are the Morgans of Leaside, dressed for the occasion in what do you call those?” he asks the male diner. “Uh… khakis,” the man replies. “Trousers of some luxurious tan fabric,” Leech continues. The spot ends with the voiceover: “Milestones, a taste of the good life.”
The revamped website includes dinner “e-invites” and the option to sign up for the restaurant’s newsletter and promotions.
BBDO created the commercials, Venture Communications revamped the website, and the logo redesign was handled by Karacters. The radio spots launched last month and will run indefinitely.
