Earls Restaurants: Earls Lobster Event

Agency: Leo Burnett
Client: Earls Restaurants

Section I — Basic information

Business Results Period (Consecutive Months): October 2012

Start of Advertising/Communication Effort: October 1, 2012

Base Period as a Benchmark: October 2011

Section II — Situation analysis

a) Overall assessment

Earls is a premium casual restaurant chain that has been in Canada for over 30 years. It started in 1982 when its founders, Bus and Stan, opened up a beer and burger joint in Edmonton. Their signature item was the Bigger Better Burger. And it lived up to its promise, delivering upscale food and service in an environment best described as West Coast Casual. While a pioneer in the upscale casual category, Earls was now suffering from a lack of distinctiveness and lack consistency in their communication, opening the door for more competition and eroding Earls' market share.