MONTREAL — Imvescor Restaurant Group Inc., is launching a new brand image and logo for its Mikes restaurants chain, ahead of the brand’s 50th anniversary next year. The brand will now operate under the name Toujours Mikes.
“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. “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.”
Since the opening of its first restaurant in Montreal in 1967, the brand has gone through multiple evolutions. Throughout 2016, the franchisor of the restaurant chain, as well as its franchise owners, has been implementing a vast rejuvenation plan to renovate more than 80 per cent of the chain’s 70 restaurants by the end of 2018.
Five restaurants have already been renovated to the new Toujours Mikes image — including new colours and decor — and one more is currently under renovation.
