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Restaurant chain Mikes rebrands
By Adnews Staff
Montreal-based restaurant chain Mikes has undertaken a rebranding initiative to coincide with its 50th anniversary in 2017. The branding includes a new logo and a change of name to Toujours Mikes. Five of the chain's 70 locations have been renovated to reflect the new branding, with the remainder scheduled to be updated by the end of 2018. Toujours Mikes is a division of the Imvescor Restaurant Group.
"During various focus groups, what stood out the most was the consistency of the brand over time regarding the quality of the food and its positioning in the family restaurant category," said Marc-André Lamy, director of marketing at Toujours Mikes. "Toujours Mikes is a tribute to our loyal guests for who Mikes is always the first choice."