MARKHAM, Ont. — Mary Brown’s Chicken & Taters has announced a rebranding in conjunction with the national chain’s 50th anniversary.
“In a very competitive marketplace, the need to stay relevant is always there,” says Hadi Chahin, president and COO of Mary Brown’s. “Mary Brown’s needed to freshen its look to appeal to millennials as a key market segment, but also to show our loyal guests we’re passionate and excited for the future.”
The brand’s facelift features vivid orange and warm blue as the main colours in the palette. Chahin says not only are they fresh, appetizing colours, they also pay tribute to Newfoundland & Labrador, where the brand originated in 1969. “The orange represents the sunrise and the warmth and hospitality of Newfoundlanders. The rich aqua blue represents the ocean surrounding the island.”
The biggest change to Mary Brown’s is its store interiors, which will feature a full-wall mural of Newfoundland’s iconic colourful row houses. There’s also lots of branding around Mary Brown’s Made-Fresh-from-Scratch slogan, showing how the food is prepared by hand from whole, fresh chicken, fresh potatoes and top-quality ingredients.
Mary Brown, the woman who founded the brand’s southern-fried-chicken recipe, remains an integral part of the logo. “There’s a lot of trust in that cameo, in Mary — especially in Newfoundland,” says Tony Samuelson, vice-president of Operations. “You can’t buy the kind of goodwill we have in our home province.”
The logo also features a maple leaf — a testament to the brand’s Canadian heritage. “We are 100-per-cent Canadian,” says Chahin. “We support local Canadian farmers — we believe this is important to our guests.”
With 140 locations across Canada, the chain has experienced same-store-sales increases every year for the past 14 years and is one of Canada’s fastest-growing franchises. It has doubled its store count in the last 10 years and has ambitious growth targets, aiming for 200 stores by 2020, including development overseas.