McEWAN

 
Helping Mark McEwan
Serve Up Great Retail
 
THE ORDER OF THE DAY

As one of Canada's best-loved and most successful celebrity chefs, Mark McEwan has great taste. Our challenge was to create a high-end grocery retail store and tantalizing food offering that translated the essence of Mark's public persona into a best-in-class gourmet experience. It was a recipe for success, and we couldn't wait to start developing positioning, branding, communications, design, and even a store name, to blend classical cuisine with contemporary flavour.

 
DECADENCE, EAT YOUR HEART OUT

Having defined the heart of the brand as "tantalizing", we had the ideal starting point. We researched the local community's shopping habits, lifestyle, and service needs, and coined the phrase "Restaurant Meal Replacements" (RMR) to accentuate the exceptional quality of the freshly prepared meals. We designed a sumptuous curved wall to draw customers in and better display produce, and thwarted convention by merchandising the RMR offer to greet customers on arrival. To make the experience unmistakably his, we named the store "McEwan" to build on Mark's public exposure, used large-scale food photography to give customers inspiring images at every turn, and included quotations from Mark to communicate his unique personality and approach to food. After overwhelming media acclaim following its June 2009 launch, store traffic remains consistently high and the environment continues to resonate with each and every customer. Truly a 5 star experience.

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