User:Sarahann2424/sandbox

Hi, my topic for this assignment is Kelsey's Neighbourhood Bar & Grill.

Image
The Cara brand underwent significant changes in 2014, as the corporation yet again aimed to enhance the image of the various restaurant subsidiaries - Kelsey's was no exception. This was not the first time the company tried to reinvent the store's image - in 2001, Kelsey's restaurant was redesigned, complete with a new logo, brick and stained glass interior, and a bar separate from the dining area. In efforts to stay with the times and promote itself as a place for social gatherings to the younger generation, Kelsey’s revamped its look in 2014 with bright, vibrant interior changes with the help of Breakhouse, a design consultancy company. The changes are intended to be franchise-wide, so all of the renovations, with the exception of the Queensway in Toronto, which was re-opened in December 2013, are expected to be complete within the next five years.

Uniforms
In addition to the updates of the interior of Kelsey’s, Cara modernized the employee’s look as well. The employees, now referred to as Krew members, have the ability to personalize their look each day with the help of Canadian-based design company, Unisync Group. Marketing Director for Kelsey’s, Anesie Johnson-Smith, stated that the company, “…wanted something that would differentiate our look… and allow our Krew members the opportunity to be themselves and have fun with their uniform.” The new designs that rolled out in 2013 featured a variety of shirts in vibrant colours that allowed the employees to express their individualism and promote the brand’s bright, new look. Unisync Group won the industry’s high achievement award for, “the most fashionable, forward thinking and innovative commercial apparel designs from The North American Association of Uniform Manufacturers & Distributors (NAUMD) in the Restaurant Image Category,” in 2014. The new take on restaurant industry style for front-of-house staff at Kelsey’s was described as, “prep/collegiate meets South Beach,” by NAUMD.

Charity
Similarly to many other dominant corporations, CARA Operations has made its mark on not just the entertainment and leisure component of communities, but also on the philanthropy side.

Hospital Happenings
In March 2005, Kelsey’s and one of its sister stores, Montana’s Cookhouse, raised $85,000 for Hospital Happenings, a program created by the Starlight Starbright Children's Foundation of Canada, which provides hospital staff the resources to host a party for the children. The restaurants did this through the “buy a star” initiative in their respective stores, which encouraged guests to donate to the initiative. From 1999-2006, Kelsey’s and Montana’s collectively raised upwards of $780,000 for the Hospital Happenings program.

Movember Campaign
As part of an annual Movember initiative, Kelsey’s restaurant has raised over $50,000 for men’s health issues, namely prostate cancer. Kelsey’s restaurant hosts an annual Shave Off at restaurants where employees are willing to grow out a moustache and shave it off at the end of the month in return for donations to the Movember campaign. The location in Woodstock embraced the challenge to it’s fullest, by raising $2500 before the month was even over, and offering free appetizers to guests who donated over $10. Brantford’s Kelsey’s also exceeded expectations, as Cam Weir, a business development manager for both Kelsey’s and Montana’s raised over $13,000 for the Movember campaign.