The Transformation
RAW is a bold and sophisticated summer rebrand of Back to Brooklyn, an established Ottawa restaurant seeking to pivot its positioning, drive profitability, and reenergize its brand identity. This transformation represents both a strategic and cultural reset.
Over the past year, Back to Brooklyn experienced a notable shift in clientele—from a traditionally older dining crowd to a significantly younger, late-night, and event-driven audience. However, despite this change in energy and demographic, financial performance declined, leading to negative or flat profit margins.
RAW answers that call with a focus on high-perceived-value, low-prep-cost dishes such as oysters, tartares, crudo, caviar bites, and grilled halloumi—food with built-in sex appeal and luxury connotations.
Key Objectives
- Introduce a differentiated raw dining and champagne experience to Ottawa
- Establish a high-revenue model around oysters, drinks, and curated social experiences
- Reduce operating losses through streamlined leadership and cost control
- Maximize the patio and weekend brunch crowd through music, atmosphere, and menu strategy
- Build a compelling social media presence to attract young professionals, trendsetters, and food/lifestyle influencers
- Increase Thursday through Sunday profitability by 30–50% within the first two months