“It’s an innovative and multidisciplinary concept. There is no equivalent here in Quebec.”
- Hélène Fortin, Architect
lg2 has entered new creative territory by designing an innovative restaurant concept for Groupe Sportscene, who wanted to further strengthen its position in the food service sector. À Domicile is a completely unique restaurant concept in Quebec.
From the layout of the space and menu to the customer journey, everything about the brand experience is fresh. As the name suggests, each detail of À Domicile (the phrase used when a sports team is playing “at home”) was designed to make customers feel at home.
The brand platform embodies comfort, pleasure and fun, using a simple, playful graphic language with nods to La Cage – Brasserie sportive in order to create a link between the two entities.
The different elements of the brand platform were designed to create a rich, modern restaurant experience with the flexibility to continually optimize the experience and fully exploit all touchpoints.
The layout of the restaurant is ideal for groups, supporting À Domicile’s global strategy to make customers feel at home. The space is divided into zones, each with a unique design. This creates a sense of control, customization and fun for guests. Customers can create their own menu and experience thanks to the flexibility and friendliness of the space.
The customer path was also designed to maximize people’s freedom. They can serve themselves a drink and order food straight from the kitchen without the need for intermediaries.
Because this is a never-before-seen restaurant concept, the launch campaign needed to explain the experience. A series of lines and icons were used to highlight the differences and similarities between À Domicile and a typical customer’s home, including the atmosphere, the food and all the games to play.
The campaign, which included display and web placements, had a casual tone that didn’t try too hard to connect to the 18-to-24-year-old target.
The main goal of the website was to present the concept in a clear, concise way while maintaining the restaurant’s playful vibe. The transitions between sections, text animation and GIFs help create a dynamic website.
A ping pong ball that users can interact with travels across the screen on each of the site’s pages.
Groupe Sportscene is a pioneer and leader in the sports-themed restaurant niche. Since 1984 it has operated La Cage Restaurant and Sports Bar, a chain of bar-restaurants focused on sports culture and offering a menu of fresh, local dishes. Boasting a strong brand image, La Cage is well established throughout the province, currently counting 42 locations. Over the years, Sportscene has diversified its restaurant offering through a partnership with the L’Avenue chain of breakfast restaurants, holdings in P.F. Chang’s Asian-themed restaurants and its La Cage – Traiteur event catering division, making the corporation a solid fixture on the Quebec restaurant scene. More recently, Groupe Sportscene acquired the legendary Moishes restaurant, located on Saint-Laurent Boulevard in Montreal.