The Canadian Restaurant and Foodservices Association (CRFA) — the national organization for owners and operators of restaurants, bars, caterers and other foodservice businesses — unveiled its new name, tagline and visual identity.
The new name and tagline are Restaurants Canada: The voice of foodservice. They will be rolled out over the next year, along with a new logo, as part of a strategic rebranding effort that began nearly 18 months ago. The new identity is aimed at increasing the association's impact with government and other stakeholders as it works to ensure the success of its members across Canada.
Restaurants Canada President and CEO Garth Whyte said the name change reflects the association's strategic vision of answering to the success of its members, and helping them to grow and prosper.
"Restaurants Canada is at a pivotal moment in its history. We are celebrating our 70th anniversary this year, and we want to be a strong voice for our industry for many years to come," Whyte said. "Our new name and new look are part of a larger strategic plan that puts the focus on members first, through leadership, voice and knowledge."
Focus groups, surveys and other research conducted during the strategic rebranding process revealed that the name Canadian Restaurant and Foodservices Association was often misprinted, misspoken or confused with other organizations.
"To effectively represent our members we needed a name that is strong, clear and memorable, and works in both official languages," said Jill Holroyd, Senior Vice President of Communications and Research for Restaurants Canada. "Our new name and logo meet those criteria, and received very positive feedback from our members."
The strategic branding process was guided by a special task force chaired by Director Kevin Friesen, and included Directors Yvan Coupal, Donna Dooher, Vikram Vij and Board Chair Susan Senecal, as well as Restaurants Canada staff.
The association worked with design firm Shikatani Lacroix to develop the new brand identity, including our new name, tagline and logo design, and roll it out across all external touch points from business cards and e-newsletter templates to magazine inserts.
"Just like the industry we represent, we recognize that our association must evolve in order to attract and serve our members," said Susan Senecal, Chair of the Board of Restaurants Canada. "Our new brand builds on the past and moves us forward into a new era of service to our members."
Restaurants Canada will soon be unveiling a new website, along with other new programs and services.
The hospitality industry will get a first look at the new Restaurants Canada at the annual CRFA Show, March 2 – 4 at the Direct Energy Centre in Toronto. A contest is being held to rename the CRFA Show for 2015, with a grand prize of a trip for two to the Riviera Maya, Mexico. Details are at www.crfashow.ca.
About Restaurants Canada:
Restaurants Canada is a national association comprising 30,000 businesses in every segment of the foodservice industry, including restaurants, bars, caterers, institutions and their suppliers. Through advocacy, research, and member programs and services, Restaurants Canada is dedicated to helping its members in every community grow and prosper.
Canada's restaurant industry directly employs more than 1.1 million Canadians, contributes $68 billion a year to the Canadian economy, and serves more than 18 million customers every day.
Source: Restaurants Canada