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Lazeez: United In Taste

Posted by Brittany Zies on September 27, 2017
Lazeez: United In Taste

Lazeez is a local shawarma quick-service restaurant and a favourite to locals and visitors alike. They opened their first location in 2012 and have since grown to 8 by early 2017. 

With such rapid expansion, Lazeez knew that if they wanted to grow their business into a national franchise, branding, strategy and execution would be vital.

Lazeez challenged BTI to take them to the next level without changing what people already knew and loved about the brand. In doing what BTI does best, we used insights driven strategy and identified the brand’s core values to communicate what makes Lazeez unique: Great food with unique ingredients, their authentic cultural connection, and their proud Canadian roots. 

Using these points of difference as inspiration, BTI brought the brand to life with the development of their new campaign – Shawarma Lovers Unite to showcase Canada’s beauty and diversity through imagery, and emphasize that even though we come from different backgrounds there is one thing we can all agree on, Lazeez is super delicious!

BTI updated the Lazeez logo while keeping it familiar to their already loyal audience. 

Using Egyptian textiles as inspiration, BTI created a custom background to communicate the multicultural society that we have in Canada. Lazeez means delicious in Arabic.

BTI used acrylic wall murals and backlit signs to tell Lazeez's brand story, share their history, values and mission statement. These posters spoke directly to their target audience – millennials, by using trendy language, slang, and hashtags. 

BTI developed printed materials like posters, business cards and menu flyers with consistent branding to maintain a cohesive brand voice.

 

What's a restaurant without a tasteful display of their dishes? We did that too.  

 

Strategic advertisement development to launch the brand’s refresh, Reader’s Choice nominations, and their current specials.

Always open, always ready. A brand-new website provided a "home base" for Lazeez customers. Check it out here

Watch the full story here:  

Since updating their branding and marketing, Lazeez has signed on for the opening of 20 more franchise locations over the next 2 years. In the first 2 stores to feature the new branding, sales targets have surpassed previous grand openings by 50%.

Does your brand need a little love? Contact us to find out how we can take it to the next level. 

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