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THE ASK

Create an exciting new restaurant brand for Eat Up Canada that celebrates India’s revered street food, “the Bombay Frankie,” while inspiring the next food obsession.

THE CHALLENGE

Carve out space in the crowded QSR arena to build a successful brand with sights on franchise expansion.

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SERVICES PROVIDED

Research & Insights

Customer Experience Optimization

Marketing

Product & Service Strategy

Brand Identity

Retail Concept / Experience

Marketing / Advertising

Web, Digital & Social Media

Package Design

CONSULTING
CREATIVE
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Customer Segmentation

Brand Strategy & Positioning

Brand Activation

Name Generation

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BRANDING

Working with Rodmell was one of our best decisions we made in creating the Bombay Frankies brand. We started with only a restaurant name and a product. Rodmell's brand creation process enabled us to come up with a vision of how we wanted the brand to look and feel.

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GEORGE HEOS

Co-Founder

Eat Up Canada Inc.

BRAND DEVELOPMENT

In consultation with our client, we developed a brand platform for Bombay Frankies, mapping out the new brand’s core attributes, strategic focus and targets.

Brand essence in hand, we created a unique and spirited brand identity supported by lively brand applications that joyfully invite customers to savour the next food obsession.

RETAIL CONCEPT

Bombay Frankies takes food adventurers and those seeking to satisfy familiar cravings on a lively culinary journey. Guided by renowned Indian-born Canadian chef, Vikram Vij, this authentically inspired offering is firmly at home in the unique QSR designed by Rodmell.

RETAIL EXPERIENCE

During the creative phase, realistic concept renderings were developed. Evoking Mumbai's animated street food scene, lively menu boards, food packaging, décor and retail elements further brought the concept to life.

After concept approval, we created brand guidelines to carry the vision cohesively forward through franchise rollout.

CHEF-POWERED

Bombay Frankies' menu is guided by award-winning, Indian-born Canadian chef, Vikram Vij. Although Vij’s fine-dining chops are internationally recognized, Mumbai fast-casual represents a dream come true. It's a place where Vij plays with invention, quality, passion – and speed – to deliver the fresh flavours and aromas of the street food he grew up with.