KATY JONKER

Chief communications officer, CHI

Staying true to Borealis’ promise of offering quality local produce to community members should be at the top of the to-do list for Court Desautels, chief operating officer, Neighborhood Group of Companies. Presented with an opportunity to expand geographically, it’s imperative that the strategy chosen holistically represents the existing values and culture paramount to the Borealis brand.

Navigating the marketing communications industry has taught me that it’s not a single component of the experience that defines a consumer’s perception of the overall brand, rather, it’s the sum of the parts, the all-encompassing encounter, that leaves a taste in the mouth of the end user. With this in mind, I believe the established menu isn’t the lone element that makes Borealis guests feel at home. Ergo, I encourage Desautels to adopt local menus, unique to the region of future locations, keying into individual desires for authenticity and sustainable dining that cut across demographics. Importantly, however, other facets such as the look and feel of each restaurant would then demand consistency for means of brand recognition. Furthermore, evidence suggests that regulars have historically shown their acceptance of menu changes, proving potential adoption rates to be encouraging.

Offering a commonality among menu options across all restaurants would help to instill a perception of brand consistency and reliability in guests, but I’m not convinced this route would allow Borealis’ “Obsessively Local” philosophy to hold fundamentally true. Moreover, opening the doors to other family-owned first-rate suppliers within a certain radius of each location sidesteps the escalating issue of outgrowing crucial sources of supply. What’s more, providing natively grown food to locals in regions as yet untapped by Borealis will enable the company to continue to commit to its philosophy while driving profits.

It goes without saying that consumer trust is invaluable and takes time to build. The social capital Borealis has accumulated as a company is vital to its momentum; hence I advise against throwing this asset to the wayside. That said, reassuring customers throughout the transition and gaining buy-in is critical to protect the brand against market confusion. By championing predominant company values and authentically

conveying its ethics, I’m confident Desautels will lead Borealis into a utopia of escalating sales, brand awareness and market coverage.

The views and opinions expressed above are solely those of the author and do not necessarily express the views or opinions of CHI.