Rebranding Case Study

A strategy-led rebrand that repositioned a local chip stand around what it does best: standout poutine and wraps, served with the best patio experience in town.


Overview

Great Canadian Burgers was renamed to Sudbury’s Best Poutine in 2023 after I conducted a business and marketing analysis that showed the clearest path to growth was focus: simplify the offer, rebuild the menu (without low-margin burgers), and own a distinctive lane in-market.

Challenge

Increase profitability and differentiation in a crowded quick-serve landscape and in a non-residential neighbourhood, while creating a brand that feels memorable, fun, and consistent across signage, print, digital, and the on-site experience.

Strategy and Decisions
• Unique selling proposition and profitability analysis to identify top-performing products and reduce complexity in offerings, food prep, and ingredient inventory.
• Menu rebuild with focus on poutine and wraps, with ongoing refinement and strategic expansion, such as vegetarian options.
• Narrative positioning: best poutine in town, a shaded and pet-friendly patio experience, and high-quality ingredients with unexpected pairings.

Brand System

Sudbury’s Best Poutine’s palette was built to feel instantly “chip stand”: gold for fries, dark brown for gravy, and red for ketchup. A fries superhero character was introduced for giveaway SWAG to add personality, and to make the experience feel even more fun and approachable.

Activation & Marketing Program

Social media was built to educate, inspire, and build awareness, supported by weekly specials and a highly successful loyalty rewards card. Digital advertising was deployed to drive traffic and jump-start awareness at the beginning of each season. The brand system extends to traditional and digital signage, cross-promotion with neighbouring Ramakko’s Source for Adventure, and brand experience standards that focus on engaging service and product quality.

Business Results

These changes produced a significant increase in net profitability year over year, helped capture new market share, and levelled out monthly sales to simplify staffing. As expected, the name "Sudbury's Best Poutine" generated top positioning in organic Google searches.

My Roles

Brand strategy, profitability/USP analysis, business naming, visual identity, copywriting, signage design, brand experience consulting, print design, photography, videography, digital advertising, social media, and website.