Scores Big Win
BACKGROUND
The Scores Restaurant concept premiered in 1996 in Quebec. Scores offers a family-friendly, casual setting with a menu featuring their delicious rotisserie chicken, ribs and an all-you-can-eat salad and soup bar. That is why every day, they strive to give their clients the best quality at the best price possible, which explains their slogan: “Always a Great Deal More at Scores”. Imvescor Inc., who owns Scores also operates the Pizza Delight, Mikes, and Bâton Rouge brands. SL was retained to leverage the brand’s current equities as part of an expansion program.
CHALLENGE
The Scores brand stood for great quality foods and offering more through its signature salad bar. The exterior was playful, leveraging a humouristic icon of a chicken and playful colours in the wordmark. However, as the organization considered expanding beyond its core market, the management team knew that a cartoon image would not effectively communicate a quality message. The interior was the opposite with the use of premium wood and warm accents. The core of the restaurant interior was devoted to a unique salad bar that truly reinforced a fresh and inviting image but needed to accentuate its premium and quality values. Although the name was well known in Quebec, research identified the need to evolve the identity to ensure that consumers clearly understood its unique offering and position.
SOLUTION
SL was retained to develop a new consumer experience that build on the Quebec chain’s success, allowing for a heightened sense of fun while still communicating a quality and value image. The exterior’s new identity reinforced the rotisserie chicken and ribs, its signature items while the overall décor reinforced a comfortable, relaxed and quality image. The SL team, as part of the redesign of the interior layout and décor also created a new salad bar layout and décor that accentuated the freshness and quality cues.
RESULTS
The first Score restaurant opened in Kanata in December and has been a resounding success. Additional sites are in the roll-out mode.