BRAND AUDIT: VERA'S BURGER SHACK

COMPANY HISTORY and PROFILE

VERA's BURGER SHACK is a local hamburger restaurant that traces its early beginnings as a small beach concession in 1977 and originally owned by husband and wife Frank and Vera. As the years and ownerships were passed down to their grand children and presently, to Gerald Tritt and Noah Cantor, Vera's Burger Shack has expanded to 12 restaurants across the lower Mainland, serving their famous freshly made and fried burgers and more.

Vera's Burger was/is made famous for their " Big and Juicy" burgers. " Their 6 ounce burgers are made fresh to order and severed slightly pink. Combined with their special sauce, they have owned the moniker of "Best Burgers" for the last 5 years. In addition to their burgers, their double fried fries and milkshakes have earned praises amongst new and old customers.




Their dining experience offers the same home-y, burger shack feel they had since and their stores atmosphere and environment remains fun, family-oriented and feisty throughout the years.

COMPETITION

There are numerous competitions across the lower Mainland, all offering fresh, made to cook burgers and other specialties to its customers. For the purposes of this section, I have chosen to pick the ones with the same scale and scope as my brand.

Fat Burger- established in the 1950's. This American Burger joint is known to be " The Last Great Hamburger Stand" before the growth of the fast food chains. It has recently found its way to Canadian soil, offering lean beef and unfrozen patties, cooked the way you want it. The chain is famous in North America and its throwback store design and experience is a favorite amongst burger fans.

Other Burger joints:

Splitz Grill-Orginally located in Whistler, this burger joint known for its abundant range of toppings, offering a gourmet style burgers and dining.

Moderne Burger- known as the purest of burgers ( no salt and seasoning added to their hand made burgers), they let their basic menu and burger speak for itself.

sources: http://www.straight.com/article-157358/open-wide-juicy-burger-showdown

VERA's CAMPAIGN

Vera's recognizes the competition they are facing, as well as the opportunities to further communicate themselves to the market through media. They have created a website that offers a wide range of uses from franchisee information and online ordering.

Community-wise, they have their own facebook and twitter accounts wherein customers can post pictures and shout-outs" and follow fellow Vera's eaters and be updated as well with promos and listings from the restaurant. In addition, they are also online through a different youtube videos, from foodie's documentaries to their own self-made spots.

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In traditional media, they have sponsored a Radio Talk Show called Vera's Burger Bowl as well as posted advertisements in local TV stations. Translink Bus ads have also been placed in the past.

Vera's has also ventured into merchandising, offering memorabilia caps and shirts.

PERCEPTION

" You can't beat Vera's meat"

A lot of people have benditioned Vera's as the best burger joint in Vancouver. Publications, reviews and simple word of mouth from people have attached the brand to its fresh, feisty, "big and juicy" burgers from the time since its creation. In addition, customers have been loyal to Vera's for its consistency in bringing about not only the same quality food but its dining experience as well. No store is different from another, and the food, the staff, the restaurants and the atmosphere have remained in offering quality and value to with each visit from its customers. It's history and origin makes it more appealing to locals ( and foreigners) as being their own "home-grown burger joint.

All in all, it is perceived as a burger joint you cant go wrong with,a sure-fire burger hit amongst every member of the family.