Aegis Brands has chosen Taxi as its new brand AOR for St. Louis Bar & Grill, following what vice-president of marketing Royal Nasager described as an “exhaustive search.”
Taxi will lead the creation of a new brand positioning and identity for St. Louis in Q1, as the chain prepares for “significant expansion.”
“[W]e see an opportunity to distinguish ourselves in a category that often struggles with individuality and breakthrough,” said Nasager in a release. “The choice of Taxi as the partner to help shepherd us through this process was an obvious one. Their strategic prowess and design chops won us over immediately.”
Taxi will lead the creation of a new brand positioning and identity for St. Louis in Q1, as the chain prepares for “significant expansion.”
“[W]e see an opportunity to distinguish ourselves in a category that often struggles with individuality and breakthrough,” said Nasager in a release. “The choice of Taxi as the partner to help shepherd us through this process was an obvious one. Their strategic prowess and design chops won us over immediately.”
Started in Toronto in 1992, the casual dining chain with the “Devilishly Good” tagline, is well known for its chicken wings (it serves 2.2 million pounds of wings a year), and has grown to 79 locations across Canada.
Aegis Brands was only created in 2019 following a corporate overhaul of Canadian coffee pioneer Second Cup. Aegis then sold Second Cup in 2021, before acquiring St. Louis, which had 72 locations at the time, for $50 million in 2022. Today, Aegis includes Wing City by St. Louis, and Bridgehead Coffee.
“St. Louis is a beloved Canadian brand with a rich three-decade history,” said Taxi president Emma Toth. “We are excited to jointly shape the future brand positioning and identity for their franchisees from coast to coast.”
