Canadian restaurants live two different businesses in one year: a terrace season of roughly four months and a long indoor season that fills dining rooms and delivery bags. Content built for one does not work for the other.

The terrace season is short and decided early

Patios open late spring and close early autumn, and the marketing decisions get made in March and April. Filming in June for a July campaign is already late, because the best creators are booked and the restaurant is too busy to sit for a briefing.

Winter fills rooms and bags

Comfort food, warm rooms and delivery all peak when the terrace closes. This is the honest opportunity: a restaurant with content ready for November has almost no competition for attention, while everyone fights over June.

Delivery packaging decides the review

The dish that reaches a customer is not the dish on the pass. Film it as it comes out of the bag, in its container, on a home table. It converts slightly less in the first second and prevents the one star review that follows a beautiful plate arriving cold and collapsed.

Publish before meals, not after

A food video published at half past eleven or at six in the evening catches the decision before it is made. Mid afternoon there is no hunger and no order. It sounds obvious and most restaurant content still goes out whenever it happens to be finished.

The local creator is not optional

Recognisable streets, the neighbourhood name, the right accent and the right language for the city. A beautiful video shot in another province does not sell a lunch menu here, and in Quebec it also has to be in French.

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Frequently asked questions

When do terrace campaigns get decided?

In March and April.

Is winter a dead season?

No, it fills rooms and delivery.

How should delivery food be filmed?

As it comes out of the bag, at home.

When should we publish?

Before meals, not mid afternoon.