CRFA puts a new name and logo on the menu
By Canadian Pizza
By Canadian Pizza
March 3, 2014, Toronto – The Canadian Restaurant and Foodservices
Association (CRFA) has a new name, tagline and visual identity.
The new name and tagline are Restaurants Canada: The voice
of foodservice. They will be rolled out over the next year, along with a new
logo, as part of a strategic rebranding effort that began nearly 18 months ago.
The new identity is aimed at increasing the association’s impact with
government and other stakeholders as it works to ensure the success of its
members across Canada.
Restaurants Canada President and CEO Garth Whyte said the
name change reflects the association’s strategic vision of answering to the
success of its members, and helping them to grow and prosper.
“Restaurants Canada is at a pivotal moment in its history.
We are celebrating our 70th anniversary this year, and we want to be a strong
voice for our industry for many years to come,” Whyte said in a media
statement. “Our new name and new look are part of a larger strategic plan that
puts the focus on members first, through leadership, voice and knowledge.”
Focus groups, surveys and other research conducted during
the strategic rebranding process revealed that the name Canadian Restaurant and
Foodservices Association was often misprinted, misspoken or confused with other
“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 for
Restaurants Canada in a news release. “Our new name and logo meet those
criteria, and received very positive feedback from our members.”
A special task force chaired by director Kevin Friesen, and
including directors Yvan Coupal, Donna Dooher, Vikram Vij and board chair Susan
Senecal, as well as Restaurants Canada staff guided the strategic branding
The association worked with design firm Shikatani Lacroix to
develop the new brand identity, including the new name, tagline and logo
design, and roll it out across all external touch points from business cards
and e-newsletter templates to magazine inserts.
“Just like the industry we represent, we recognize that our
association must evolve in order to attract and serve our members,” said
Senecal in a press release. “Our new brand builds on the past and moves us
forward into a new era of service to our members.”
Restaurants Canada will soon be unveiling a new website,
along with other new programs and services.
The hospitality industry will get a first look at the new
Restaurants Canada at the annual CRFA Show, happening March 2 – 4 at the Direct Energy
Centre in Toronto. A contest is being held to rename the CRFA Show for
2015, with a grand prize of a trip for two to the Riviera Maya, Mexico. Details
are at www.crfashow.ca.