About Ricky's
Ricky’s All Day Grill is a Vancouver-based, family-styled restaurant with over 60 franchised locations across Canada. They feature an extensively diverse breakfast, lunch & dinner menu.
Case Study #4: Ricky’s All Day Grill
Situation
Prior to partnering with Brandspank in 2003, Ricky’s had a tremendously inconsistent image. Up until 1997, Ricky’s was known for being a pancake house—serving breakfast only. Since then, however, they have updated their internal design and layout and have expanded both their menu and hours of operation. With their commitment to using higher quality ingredients and premium food supplies, Ricky’s now offer a vastly improved and diverse menu offering – for morning, noon & night.
However, despite the recent improvements to its décor, and more importantly food quality, many consumers are still under the impression that Ricky’s is still, just a pancake house with a limited, sub-par menu. The majority of people are also unaware that Ricky’s even serves lunch and/or dinner.
Solution
To help reposition and reintroduce Ricky’s to a new generation of parents (and their kids) we developed a strategy which invited the audience to try the restaurant for themselves – rather than relying on their preconceived image of the brand. As part of this strategy we created the “Put Us To The Taste” image campaign – which communicated Ricky’s extensive and diverse menu offering and featured high quality food photography initially taken for the new menu.
In addition to the image campaign, we also developed a series of promotional seasonal campaigns – such as the “Surfside Grill” event. This promotion was designed to complement the image campaign while featuring new menu items and adding a sense of urgency.
Success
Over the past few years – since the launch of the “Put Us To The Taste” campaign – Ricky’s has gained more credibility amongst young families and has become more entrenched as a premiere family restaurant. In fact, they were voted Favourite Family Restaurant in Calgary the year after we introduced the “Put Us To The Taste” marketing program.
Not surprisingly, the brand has experienced higher overall traffic count and sales – in all day parts. Specifically, it has increased its lucrative dinner period by 18% -- compared with figures prior to working with Brandspank.
