Brand Tone

Inspiring, compassionate, professional, community-focused, purposeful, warm, encouraging, and uplifting.

Brand Values

• •Community Empowerment
• •Compassion and Inclusivity
• •Quality and Affordability
• •Resilience and Hope

Best Practices

• •Always Lead with the "Why": Every piece of content should connect back to the social mission. Whether promoting a daily special or a catering package, the underlying message of community empowerment should be present.
• •Use Storytelling: Share the stories of the FSTP graduates (with their permission). Personal narratives are powerful and create a strong emotional connection with the audience, reinforcing the brand's purpose.
• •Maintain a Hopeful and Positive Tone: While acknowledging the challenges that program participants face, the focus should always be on hope, progress, and success. The tone should be uplifting and inspiring, not somber.
• •Emphasize "Community" and "Togetherness": Use words like "community," "together," "neighbor," and "us" to foster a sense of shared purpose with customers. Position them as partners in the mission.
• •Balance Quality and Cause: While the mission is central, don't forget to highlight the quality, taste, and affordability of the food. The message should be that customers get a fantastic meal and contribute to a great cause, making it a win-win.

Social Perception

A pillar of the Ottawa community, a force for good, highly respected for excellent food and tangible support to vulnerable populations, a social enterprise model that generates strong positive sentiment.

Copy Examples

• •More Than a Meal. It's a Mission. Every dish you purchase from Chef Ric's is a direct investment in our community. You're not just enjoying delicious, chef-prepared food; you're helping to provide culinary training and a fresh start for individuals seeking to transform their lives. Taste the difference purpose makes.
• •Catering with a Conscience. Let your next event be a reflection of your values. Our professional catering service offers exquisite menus crafted with the finest ingredients. Better yet, every dollar of profit goes directly back into our Food Services Training Program, empowering people in your community.
• •Your Lunch Can Launch a Career. Choosing Chef Ric's for your daily meal does more than satisfy your hunger. It fuels the dreams of our students in the Food Services Training Program. Enjoy our affordable, delicious specials and become part of a story of hope and transformation.
• •The Legacy of a Bakery, The Heart of a Mission. Located in the historic Rideau Bakery building, we're continuing a legacy of warmth and inclusion. At Chef Ric's, we combine the love of good food with a passion for helping our neighbors, creating a place where everyone has a seat at the table.
• •From Homelessness to Head Chef: The Power of a Second Chance. Our founder, Chef Ric Watson, knows what it's like to need a helping hand. That's why he created a place that not only serves incredible food but also offers the same opportunity he was given. At Chef Ric's, we believe in the power of food to change lives.