Out with the celebrity chefs, back to the tradition. White Spot launched a new advertising campaign Thursday with the slogan “Home to great taste... since 1928.”
The TV ads, by Vancouver agencies Me&Lewis and Taylor Made Media, feature late founder Nat Bailey and today’s head chef Chuck Currie.
Cathy Tostenson, vice-president of marketing and menu development, White Spot, said “The next chapter will continue to highlight our fresh and diverse menu offerings, while at the same time putting the spotlight on the guest experience and the many qualities that make White Spot feel like ‘home’.”
White Spot president Warren Erhart said company research in 1986 projected the company would disappear by 2010 if it didn’t increase guest counts.
He added that 87% of British Columbians who dined out in 2010 visited a White Spot.
“We took immediate action by making substantial changes across the board-from our menus and restaurant decor and design, to developing our industry-leading Red Seal Chef training program,” Erhart said.
Over the last two years, B.C.’s oldest restaurant chain added five full-service franchises, eight quick serve locations under the Triple O’s brand and a mobile restaurant.
Triple O’s has locations in Hong Kong, Bangkok, Seoul and Singapore with 16 more on the way in China’s Zhejiang province and Shanghai. The Shato Holdings subsidiary counts 125 locations and 3,500 employees.
Bob Mackin