For its 50th anniversary, the restaurant chain is going back to its roots
MONTREAL, Nov. 2, 2016 /CNW/ - 2017 will mark the 50th anniversary of Mikes restaurants. The Quebec based chain takes this opportunity to introduce its new brand image and logo as Toujours Mikes.
Since the opening of its first restaurant in 1967 in the Notre-Dame-de-Grace neighbourhood of Montreal, the brand has gone through multiple evolutions. "Toujours Mikes is intended to be the synthesis of the past 50 years. This past September, we introduced a new menu offering mainly pizza, pasta and hot subs, three flagship items that have built the reputation of the chain", says Marie-Line Beauchamp, Brand leader for Imvescor Restaurant Group inc. (Irg.to), head office of the brand. "During various focus groups, what stood out the most was the consistency of the brand over time regarding the quality of the food and its positioning in the family restaurant category. Toujours Mikes is a tribute to our loyal guests for who Mikes is always the first choice ", adds Marc-André Lamy, director of marketing for Toujours Mikes.
Since the beginning of 2016, the franchisor of the restaurant chain as well as its franchise owners have launched a vast rejuvenation plan to renovate more than 80% of the chain's 70 restaurants by the end of 2018. "When I see the renovations that are being done at Mikes and I see the work that is being done by the franchisees and the brand team, I have a lot of confidence that we are on the right track to attract the new generation of guests without losing our core audience, the people who have made Mikes the success it is today" says Frank Hennessey, President and CEO of Imvescor Restaurant Group.
5 restaurants have already been renovated to the new Toujours Mikes image and one more is currently under renovation. The Lajeunesse street location in Montreal, the Racine street location in Saguenay, the boulevard des Seigneurs location in Terrebonne, the Des Forges boulevard location in Trois-Rivières, as well as the Place Laurier location in Québec now bear the new colors and the new decor of Toujours Mikes. The Roberval street location in Saint-Bruno-de-Montarville is currently under renovation and is expected to open shortly.
Always good, always together, always MIKES.
About Imvescor Restaurant Group Inc.
Imvescor Restaurant Group Inc. is a dynamic and innovative organisation in the family and casual dining restaurant industry. The Company is a franchise and licensing business that operates restaurants in Eastern Canada under four banners: Pizza Delight®, operating primarily in Atlantic Canada, in the family/mid-scale segment, Mikes® and Scores®, operating primarily in Québec in the family and casual dining segments and the take-out and delivery segments, and Bâton Rouge®, operating in Québec, Ontario and Nova Scotia in the casual dining segment. The Company also licenses to third parties the right to manufacture and sell prepared food products under the Pizza Delight®, Mikes®, Scores® and Bâton Rouge® brands and manufactures and sells vegetarian branded food products in grocery stores and retail outlets under the Commensal® brand.
SOURCE Imvescor Restaurant Group Inc.
Image with caption: "Logo: Toujours Mikes (CNW Group/Imvescor Restaurant Group Inc.)". Image available at: http://photos.newswire.ca/images/download/20161102_C3858_PHOTO_EN_809939.jpg
For further information: Marie-Line Beauchamp, Brand Leader, 514 341-5544, Mikes