If you live within 50 kilometres of any major Canadian city, you’re likely already acquainted with one of Canada’s most overlooked business success stories. In the early ’80s, the father-son Fuller duo pioneered the ‘premium casual’ dining genre, which today accounts for some 25 restaurant chains operating across Canada and the US.
Earls and JOEY, the Fullers’ more established chains, have been wildly successful, but you might not be as familiar with Local Public Eatery (Local). While its older siblings focus on consistency and culinary finesse, Local promises an “elevated pub” experience, where you’re “only a stranger once.” With Local, the JOEY Restaurant Group lives out the organization’s original vision: dining experiences that reflect the ethos of the communities they serve.
Local was ready to step into the family’s category-defining legacy and had their sights set on continued southward expansion into the US. To support these big dreams, they tasked Massive with crafting an online experience that could solidify and communicate Local’s essence in a way that could scale along with the brand. For Massive, this project was also an opportunity to recoup some of the thousands of dollars we’ve spent at Local over the years.