Shikatani Lacroix

BACKGROUND
Founded in 1967, MIKES is one of the most reputable and innovative restaurant chains in Canada. Since opening its first restaurant, over 100 restaurants have opened in four Canadian markets. Imvescor Inc., who owns Mikes also operates the Pizza Delight, Scores, and Bâton Rouge brands. SL was retained to reposition the Mikes brand as part of a portfolio review which included the redesign and positioning of Scores and Pizza Delight chains.

CHALLENGE
The brand had stood for sub sandwiches which the firm pioneered the category in North America in the early 60’s. The brand had evolved beyond its original roots and was still perceived as a value proposition as the chain undertook expansion beyond its core markets of Quebec and Eastern Canada. The competition within the casual dining sector was also intensifying and the need to stand out amongst other offering became critical in 2006. In addition, Pizza Delight, its sister brand had gone through a repositioning program with SL that raised the bar of what an ideal dining experience should be.

SOLUTION
SL was retained to develop a new consumer experience that truly leveraged the chain’s roots founded in the bakery part of the business. The design of the consumer dining experience also included an upscale image with an extended wine bar, open kitchen and authentic styled Italian décor. “The warm and friendly interior and exterior of TRATTORIA DI MIKES was designed and built to offer a unique restaurant experience, where comfort and well-being come together. Diners step into truly inviting surroundings, blanketed in soft background music - with an Italian flavor! “, comments Mr. Faulconbridge, the chain’s President.

RESULTS
The new prototype in Repentigny opened on December 5th last year with the official press day held on February 11, 2008. Two other stores have since been converted in Ste-Julie and Pointe Ste -Foy in Quebec City, and all three are doing over 20% increase in
sales.