Brand Tone

Nostalgic & Retro, Playful & Casual, Confident & Proud, Community-Oriented & Appreciative, Food-Focused & Indulgent

Brand Values

• •Quality Ingredients & Taste
• •Nostalgia & Heritage
• •Customer Satisfaction
• •Adaptability & Evolution
• •Inclusivity (emerging)

Best Practices

• •Embrace Nostalgia Authentically: Use language and references that evoke a sense of classic diner culture ("good ol' days," "just like always") but keep it fresh and relevant, not dated.
• •Keep it Playful and Confident (But Not Arrogant): Use witty phrases, confident declarations about food quality ("World Famous"), and a generally upbeat, casual voice. Avoid overly boastful or exclusive language.
• •Focus on Sensory Details and Indulgence: Describe the food in a way that makes mouths water – "juicy," "crispy," "handful of happiness," "dream about." Connect with the comfort and satisfaction your food provides.
• •Engage Like a Friendly Neighbor: When interacting (especially on social media), be approachable, appreciative, and community-focused. Respond to comments and reviews with personality.
• •Be Consistent Across All Channels: Ensure the tone used on the website, social media, menus, in-store signage, and even staff interactions reflects the same core personality – that blend of retro charm, foodie passion, and casual confidence.

Social Perception

Well-Loved Local Gem with History, Go-To for Quality Smash Burgers, Trendy & Popular, Generally Positive but with Some Dissent, Associated with Comfort and Indulgence

Copy Examples

• •Headline: Still Flippin' Amazing. Harry's Charbroiled: Your Classic Burger Joint, Reimagined. Body: From our legendary Jane burgers to those hand-spun milkshakes you dream about, we’re serving up the good stuff, just like always (but maybe even better). Taste the tradition.
• •Social Media Post (with a juicy burger pic): Warning: May cause extreme burger cravings. Our Big Jane isn't just a burger, it's a handful of happiness. Double tap if you're ready to get messy! #HarrysCharbroiled #SmashBurger #TorontoEats #ComfortFoodKing
• •Website About Us Snippet: We’ve been around the block, flipped a few (thousand) patties, and learned that some things never go out of style: great burgers, good company, and that feeling of finding your new favorite spot. Come on in, the grill’s hot!
• •Promotional Email Subject: Taste the Good Ol' Days (With a Modern Kick!) Body: Hey Burger Lover! Remember when a great meal was simple, satisfying, and always hit the spot? We do. Harry's is bringing back that classic diner vibe with a fresh twist. Come try our famous Charbroiled burgers and world-class shakes this week!
• •Merch Description (for a retro t-shirt): Wear Your Appetite. This isn't just a tee, it's a statement. Rock the iconic Harry's Charbroiled vibe and let everyone know you’ve got excellent taste (in burgers and style). Always Flippin', Never Slippin'.