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Mississauga, Ont.-based Prime Restaurants of Canada Inc., owner of the Italian-New York chain, is in the midst of a redesign and rebranding for its 110 locations.
Market research, conducted by Level Five in Toronto, revealed some parts of the East Side brand were in need of improvement, said Richard Jodoin, vice-president of marketing for East Side Mario’s. In response, the chain devoted the past 18 months to improving food quality, menu selection and atmosphere.
“We have made evolutionary type changes to what we do and how we do it, from a food and a service and a facility side of things, to help strengthen the brand,” Jodoin said.
Eleven newly renovated restaurants have opened across Canada, outfitted with framed pictures and crystal chandeliers for a warmer, welcoming look.
The chain hopes to have 15 to 20 renovated locations and eight new restaurants in service by the end of the year. The remaining East Side Mario’s restaurants will be revamped over the next three years. East Side Mario’s has locations in every province expect Manitoba, though the chain could be there within the next 12 to 24 months, said Jodoin.
The restaurant is adding 14 new items to its menu along with the “Lifestyle with Style” section—a selection of salads, pasta and pizza dishes, listing the calorie, fat and sodium content of each. All dishes are now free of all artificial trans fats. A new menu has also been designed for the lunch crowd, with a wider selection of portion sizes and sandwiches.
The Statue of Liberty will also disappear from the redesigned East Side Mario’s logo, which will now just features the “authentic and fresh Italian ingredient”—a tomato.
East Side Mario’s is supporting the redesign and renovation with TV, newspaper ads, direct mail, public relations efforts beginning today, while a revamped website, EastSideMarios.com, launches in May.
Logo re-design, creative and media buying were handled by Toronto-based Endeavour, with Cowan & Company managing the PR efforts.
