CRFA rebrands as Restaurants Canada

2013 CRFA show.

TORONTO—The Canadian Restaurant and Foodservices Association (CRFA) is revamping its brand this year.

With a new name and tagline:  “Restaurants Canada: The voice of foodservice”, the association will be changing over all facets of its visual identity in a rollout over the year, president and chief executive officer Garth Whyte told ORN.

Restaurants Canada was also chosen for its ability to be pronounced easily in both English and French, he said.

“The new vibrant and entrepreneurial name captures the excitement and energy of the restaurant sector,” said Whyte. “As we’re celebrating our 70th anniversary, we’re building on the brand; it’s a beginning, not an ending.”

The name change, which was a year in the making, will be reflected in a new website, and a contest will be held to rename the CRFA Show for 2015.

Along with the new identity, the association is also moving into new headquarters at 1155 Queen St. West, across from the Drake Hotel. All 32 staff members will be making the move, said Whyte.

The 15,000-square-foot space occupies the first two floors of a condo unit, said Jill Holroyd, senior vice-president, communications and research.