The WORKS Gourmet Burger Bistro

In October 2014, Bruce Miller, director of marketing and development and co-owner of The WORKS Gourmet Burger Bistro, considered changes to the structure, level and presentation of prices in his restaurants. The WORKS was Ontario’s leading full-service hamburger restaurant chain and was the fastest-growing full-service restaurant in Canada in 2013, growing 50% year-over-year. In the four years that Miller and his partners owned The WORKS, they expanded from five locations in one city to 26 locations across Canada. During that time, however, Miller had not changed prices significantly and faced an increase in beef prices and ambiguity in his target segment about what The WORKS was and what it offered.

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