Marketing Gone Maisie!
Website Design
Website Development
Brand
Marketing
Strategy
Looking to create an elevated dining experience far from a conventional cafe typically associated with museums, Maisie Eatery brought something new and exciting to the Calgary food scene.
Maisie Eatery engaged Paper Crane to guide the marketing for their new restaurant by creating a brand identity, website launch and growth campaigns, with the goal of positioning it as the go-to spot for everything from morning coffee to happy hour.
"I am never letting these guys (Paper Crane) go."
"Holy Fuck, you're brilliant"
Barbara Spain
Executive Chef
Opportunities/Challenges
As an unknown brand attached to a well-known organization (the Calgary Stampede Foundation), Maisie Eatery would need to clearly carve out its own niche in the restaurant landscape in Calgary. The team at Maisie aimed to make a big splash in Calgary, offering something the market was missing — high quality lunch and breakfast bites in a relaxed atmosphere.
Nowhere else in Calgary was offering the same experience that included cocktails and sweet treats along with fresh breakfast and lunch offerings that all changed daily. Maisie was poised to be a destination offering for the foodies of the city.
The Sam Centre is rooted in history, each gallery is named for a figurehead of Stampede history. There was an opportunity for us to showcase Maisie with the same gravitas pulling her name from the personal past of the Executive Chef, making Maisie the only space in the Sam Centre named after a woman.
The Solution
Paper Crane built Maisie Eatery’s brand from the ground up, drawing inspiration from the chef’s personal history and creative passion. From custom packaging, full visual identity and brand guidelines and website, to signage, PR and campaign planning, uniforms, billboards and van wraps, the Maisie brand has become the jewel of Calgary's Culture + Entertainment District with fans flocking to get pictures with the branded packaging in the bright space.
Drawing on the personal past of the Executive Chef, we were inspired by a number of things that are quintessential to the brand now. First, the name Maisie. Maisie is a figurehead for the client and was the inspiration for her to become a chef in the first place. As a child, Maisie fed fairy cakes to her loved ones as a token of care and appreciation. She was warm and poured her love into her cooking. Not only did the name Maisie make it into the branding, but the fairies did too. Drawing on the fairies of old world lore, ours are just as cheeky and mischievous, inspiring customers to "grab that extra cake or get the bigger sandwich all while saying “it's okay to a little Maisie!" Throughout the execution, our fairies jump, twirl, drink, play, dance and more encouraging those that visit Maisie to do the same and live a little.
Results/Outcomes
After being successfully launched, Paper Crane focused on the Maisie growth plan and created several campaigns and events to draw more customers into the eatery and generate buzz. Mini events for influential Calgarians and media, event showcases for event planners, gifting and ongoing social media management has increased engagement and UGC content by 75%, achieved over 10 media mentions, increased positive Google Reviews by 50% and has customers lining up daily for the ever-changing menu.
Recently the brand has launched their catering and events offering to the public, further increasing their brand recognition and solidifying their place in the market as a go-to destination for a bit of something different.
What’s better proof of a good brand than customers flocking to the eatery to show off the delicate branded packaging on social media.
Key Takeaways
Maisie Eatery has demonstrated the power a compelling brand can make when attached to insightful strategy and high quality products. Paper Crane is now supporting Maisie Eatery in continuously promoting their offerings as an eatery and an event space.
