Challenge
Hamburger Mary's was a legend in Vancouver’s West End neighborhood. For decades, residents and visitors alike flocked to this iconic diner for milkshakes, comfort food, and sassy service. When the last incarnation shut down a few years ago, it left a Mary’s-sized hole in the community’s heart. In 2018, new owners stepped up with a fresh team, a revitalized menu, and an expert marketing agency partner—BSTRO.
Solution
Everyone’s a little bit Mary. The new owners came to BSTRO with a challenge: how do we revive a former institution that, sadly, had waned in recent years? Our answer was simple: bring back the essence of what made Mary special, and make her relevant to a 2018 audience. Kill the jukebox, bring on curated Spotify playlists. Build a diner that embraces its neighbors, and make people feel welcome and included. Open a restaurant where everyone’s a little bit Mary. Knock it down, build it up. Our team developed a clear and compelling brand story, which included a name change (goodbye, hamburgers—hello Mary’s on Davie) and an elevated experience designed to be shared on social media. We advised on everything from interior design to the menu, ensuring that the essence of Mary’s history and brand story was baked into the restaurant’s DNA. Respect the past, and serve the future. Our team of designers and brand strategists delivered every element of the Mary’s on Davie experience—visual design, exterior signage, menu copy and design, all gender washroom signage, employee apparel, advertising, and PR. All Mary, all the time. BSTRO launched new social channels for Mary’s on Davie, with a cheeky vibe that honors and reflects the brand story.
Results
You bet it did. With a teaser campaign in market 60 days out, the buzz was palpable. When they opened their doors on a Thursday morning for the “soft launch”, customers were lined up outside, waiting to see the new Mary’s. In the restaurant industry terms, they were beyond slammed from day one.
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