Teriyaki Experience Undergoing Premium Rebranding

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OAKVILLE, Ont. — Teriyaki Experience — the Canadian Japanese-inspired QSR franchise known for its healthy alternative fast-food offerings for the past 30 years — is undergoing a brand overhaul.

“We’re reshaping Teriyaki Experience to feature a more premium Japanese-food experience that speaks to an audience who is interested in better-for-you food choices,” says Nick Veloce, president and COO, Innovative Food Brands.

Since launching its new look and experience in three of its existing restaurants in late September, 2016, the franchisor has seen impressive sales results and feedback from guests. In year-over-year sales comparisons, the QSR saw a growth rate between six and 30 per cent at its three updated locations.

Based on these results, Teriyaki Experience plans to update key locations across its network to the new concept by the end of 2017. In addition to interior design changes, Teriyaki Experience’s rebranding also includes new menu items, employee uniforms, product packaging and training procedures on new guest-experience tactics. “We’ve recreated each guest touchpoint including the store imagery, menu boards, staff uniforms, packaging, and of course, our delicious new menu offering,” says Anna Datri, the company’s VP of Marketing and Communications. “No detail was overlooked.”

The new Teriyaki Experience menu features bento-box options and dishes with larger portions of vegetables, paired with the restaurant chain’s proprietary sauces. Its sushi offerings will also see a significant upgrade. “Although we’ve offered sushi in some of our restaurants, we’ve now hired sushi-trained chefs and expanded the sushi line-up prepared in-store daily,” says Datri.

For some of its new menu offerings, the QSR has partnered with premium brands, such as BakeCode, a Toronto-based French-Asian patisserie. BakeCode will bring its Japanese cheesecake and green-tea-matcha desserts to Teriyaki Experience restaurants, attracting a new customer base. Rebranded locations will also feature authentic, organic loose-leaf teas and Sencha and Genmaicha green teas — all sourced directly from Japan.

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