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About

About

Brand and Restaurant Reposition.
Published:
Cara Operations Limited is a Canadian company operates several restaurant chains including: Harvey's, Swiss Chalet, Kelsey's, Milestones and Montana's which in 2012 combined for over $2.3-billion in restaurant sales.

With over 900 restaurants across Canada, Cara asked breakhouse to reinvent one of its Canadian legends. The Kelsey’s brand, which first opened in 1978 grew to a peak of 120 plus locations from coast to coast and is synonymous for great food and great times. It was the first of its kind in Canada; A national brand enjoyed as a local hangout.
 
The brand stayed relatively untouched for over 30 years. 
 
To address a changing marketplace and build stronger relationships with Millennials though a thoroughly collaborative effort with Cara, Breakhouse created an entirely new brand language and hierarchy that included brand positioning for Kelsey’s. The process started with a deep dive visiting, experiencing and involving a cross section of key Kelsey’s franchise locations paralleled with a strategic summary of the current and future restaurant climate for their target market. Born was a strategy where Breakhouse created everything from a new logo, menus, signage, to a complete redesign of the Kelsey's restaurant experience; uniforms, brand 
standards, brand attributes, full construction documentation, and HR insights. The first store opened on Toronto's The Queensway in late 2013.
Design development  at Breakhouse.
Construction development