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Canadian Restaurant and Foodservices Association rebrands

The Toronto-based Canadian Restaurant and Foodservices Association has rebranded itself as Restaurants Canada. The rebranding also includes a new logo and the tagline, "The voice of foodservice." The new identity is intended to increase awareness of the group, particularly with the government. According to the association, its research indicated that the old name was often misprinted, misspoken or confused with other organizations. The new brand materials will be rolled out over the next year, along with a new website. The new brand was developed in association with design firm Shikatani Lacroix of Toronto.

"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 at Restaurants Canada. "Our new name and logo meet those criteria, and received very positive feedback from our members."

Restaurants Canada is a national association representing the owners and operators of approximately 30,000 restaurants, bars, catering firms and other foodservice businesses.

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