MEDIA

BRIEF: An Overview of The Keg Steakhouse + Bar

Media Brief Assignment

Tonia Ranieri

Katie Wilson

November 21st, 2014

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

Information Overview

Company:
Keg Restaurants Ltd.

Brand:
The Keg

Media Planners:
Katie Wilson and Tonia Ranieri

Account Manager:
Tina Preussner

Product Identification

This report discusses the media brief for the brand, The Keg.
Its product category is Restaurant Steakhouse.

The Keg is positioned towards a finer causal dining experience that focus on higher
quality steaks. Its atmosphere is inviting and friendly, with highly knowledgeable
staff and exceptional customer service. (The Keg, Concept & History, 2014)

Industry Trends

Currently, there is a rise in ethnic cuisines due to an increase in immigration and

travel. Health and wellness, along with higher quality foods, have become a
preference amongst consumers. (Euromonitor, Full-Service Restaurants in Canada,
2014). With limited property availability, space for company expansion is a
challenge and may lead to partnerships and franchised locations with national
retailers. (Euromonitor, Full-Service Restaurants in Canada, 2014)

Values sales of full service restaurants in Canada have risen by 3% and will reach
$22 billion in the coming years. (Euromonitor, Full-Service Restaurants in Canada,
2014) Full-service restaurants also face increasing competition from fast food
operators. With an increase in consumer concerns on spending on dining-out meals
and an increase in market competition, consumers are more likely to stay home and
prepare food or opt for fast food services, also known as fast casual. Fast food
service efficiencies, such as use of space and menu updates, are being used as a
strategy to gain consumer preference within the food service industry.
(Euromonitor, Full-Service Restaurants in Canada, 2014)

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

The growing trend for healthier options gives the industry an opportunity to create
homemade-like menu options since consumers associate this perception with
home-cooked meals. Baby boomers are the prime audience for full-service
restaurants with diet and health being a priority when it comes to choosing food.
(Euromonitor, Full-Service Restaurants in Canada, 2014)

In 2013, The Keg opened three additional locations. In addition, the brand is
performing better than other competing North American full-service restaurants.
(Euromonitor, Full-Service Restaurants in Canada, 2014) Fairfax Financial Holdings
recently made a deal with The Keg and gained 51% share of the company.

Limited expansion space, growing health trends, and economic uncertainty continue
to create concern among consumer spending. This may suggest limited room for
growth over time. (Euromonitor, Full-Service Restaurants in Canada, 2014)


New Products + Line Extensions

In recent years, The Keg released a series of take-home trimmings such as salad
dressings, sauces, burgers, seasonings, and mixes.

The salad dressings include Caesar, Honey French, Honey Dill, and Ranch. The
sauces include Teriyaki Marinade, Steak Sauce, Teriyaki Baste & Glaze, and BBQ
Sauce. The burgers include Prime Rib and Sliders. The seasonings include Steak,
Cajun, Chicken & Rib, Seasoning Salt. And lastly, the mixes include: Caesar Mix. (The
Keg, Products, 2014)


Brand Sponsorships and Promotions

The Keg Spirit Foundation is a foundation created to help aid in the sponsorship of
local charities. Its focus is to help in the development of youth through mentorship
programs. Since its beginning, The Keg has raised more than $6.8 million for over
300 charities, such as Big Brothers and Big Sisters of Canada, across North America.
(The Keg, Foundation Overview + Charities, 2014)

Currently, The Keg has a promotion that is in conjunction with their charity The
Keg Spirit Fund. From September 29 November 23, 2014, $2 from every Fall
Feature Menu will go toward the foundation. (Facebook, The Keg Steakhouse and
Bar, 2014)

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

Target Definition

A) The chart below highlights the target age for the category% of Restaurant
Steakhouse Medium/Heavy Users and the brand% of The Keg. 64.7% of category%
users are age 25-64 years. 69.9% of brand% users are age 25-64 years. Therefore,
the target age for both category and brand users is 25 64 years.

Age
Canadian
Category%
Brand%
Population%
12 17 years
8.1
10.3
5.3
18 24 years
11.1
13.5
9.9
25 34 years
15.9
17
18.7
35 49 years
24.8
27.7
25.7
50 64 years
23.5
20
25.5
65+ years
16.6
1.4
14.8
* PMB 2013 2-Year Readership Study. IMS. Path: Restaurants Steakhouse Medium/Heavy Users
Times Past 30 Days
** PMB 2014 2-Year Readership Study. Restaurants The Keg.

B) The chart below highlights the target HHI of the category% of Restaurant
Steakhouse Medium/Heavy Users and the brand% of The Keg. 76.3% of category%
users have an HHI of +$50,000. 81.5% of brand% users have an HHI of $50,000+.
Therefore, the target HHI for both category and brand users is +$50,000+.

HHI
Canadian
Category%
Brand%
Population%
$20M - $24.9M
12.4
6.7
2.7
$25M - $34.9M
7.8
5.4
3.8
$35M - $49.9M
13.6
11.6
8.7
$50M - $74.9M
20
23.2
14.8
$75M - $99.9M
15.6
20.7
16.5
$100M+
30.6
32.4
50.2
* PMB 2013 2-Year Readership Study. IMS. Path: Restaurants Steakhouse Medium/Heavy Users
Times Past 30 Days
** PMB 2014 2-Year Readership Study. Restaurants The Keg.

C) The chart below highlights the target gender of the category% of Restaurant
Steakhouse Medium/Heavy Users and the brand% of The Keg. 45.7% and 54.1% of
category% users are female and male. 49.4% and 50.6% of brand% users are female
and male. Therefore, the target gender for both category and brand is Female and
Male; however, users tend to skew slightly toward Males.

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

Gender
Canadian
Category%
Population%
Female
50.7
45.7
Male
49.3
54.1

Brand%
49.4
50.6

* PMB 2013 2-Year Readership Study. IMS. Path: Restaurants Steakhouse Medium/Heavy Users
Times Past 30 Days
** PMB 2014 2-Year Readership Study. Restaurants The Keg.

Therefore, the target market for both category% of Restaurant Steakhouse
Medium/Heavy Users and brand% of The Keg are Females and Males, age 25-64
years with a HHI of $50,000+.


Psychographics/Leisure Habits: A Day in the Life of Frank

Frank is a young man in his early 30s who thoroughly enjoys life. Early this year,
Frank and his wife had married (vertical 57.64%, index 130) and are now happily
celebrating the birth of their newborn child (vertical 54.2%, index 126). To
celebrate, Frank and his family attended a high quality restaurant (vertical 39.4%,
index 125) where he was prepared to pay more for a good quality wine (vertical
33.01%, index 127). (Print Measurement Bureau, 2013)

Between buying camping equipment (vertical 36.3%, index 134) for his next big
camping adventure and planning to have a guys night attending a bar (vertical
23.54%, index 120), its no wonder Frank is always on the go and goes to a Drive-
Thru Restaurant (vertical 37.3%, index 120) a few times a month. With such a
fairly hectic lifestyle (vertical 39.2%, index 118), its no wonder why Frank is
willing to pay a little extra to save time shopping (vertical 37%, index 125). (Print
Measurement Bureau, 2013)

Despite all the busyness, Frank is laid-back and feels most comfortable in his jeans
(vertical 62.3%, index 110). This past summer he spent his time entertaining at
home (vertical 41.6%, index 125) in his backyard where friends and family
admired the gardening (vertical 37.75%, index 123) he and his wife had done.
Entertaining at home allows Frank to take steps to ensure a sufficient income for his
retirement (vertical 45.1%, index 121), always having an accurate account of any
financial commitments (vertical 51.3%, index 114) all while being mindful of all
the costs that go into at-home entertainment. (Print Measurement Bureau, 2013)

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

Media Habits

Media Habits

The information in the following chart was gathered from PMB and is based on the
media habits of the target market (Age 25 64, HHI $50.0M +).


Media Habits
Age 25 - 64, HHI $50.0M +
TV
Radio
Newspaper
%
Index
%
Index
%
Index
Heavy
12.49
65
20.21
108
20.65
101
Med/Heavy
19.83
98
21.34
112
17.74
107
Medium
22.1
111
23.41
117
14.81
99
Med/Light
25.35
118
21.26
97
6.2
107
Light
20.22
105
13.78
68
40.6
96
PMB 2013 Spring 2-Year Readership and Product Database

Magazine
%
Index
22.32
113
22.02
112
20.47
103
18.82
92
16.37
81

Online
%
Index
21.07
108
24.4
109
21
110
23.09
120
10.45
53

Of the target market, 47.45% are Medium to Medium/Light watchers of Television.
The target may watch specific TV series that they follow weekly and news channels
for information on current events however should not be considered channel
surfers. The target is also 29% more likely to be medium, or medium-light
consumers of TV. Comparable to Television, there is a slight increase among the
target market in the amount of Radio they consume. 44.75% of the target are
Medium to Medium/Heavy users. The usage of Radio may be directly related to the
targets travel time this will be discussed further in the report. The most heavily
consumed medium by the target is Newspapers and Magazines; most of the targets
are Heavy or Medium-Heavy users of these mediums. Of the target 38.39% are
Heavy and Medium-Heavy consumers of newspapers, and 44.34% are Heavy and
Medium-Heavy consumers of magazines. It is assumed the target market reads the
daily newspapers and may hold a subscription to a number of local papers. The
target is also likely to hold a number of subscriptions to magazines. The targets
online usage is spread fairly evenly between Medium/Light, Medium,
Medium/Heavy, and Heavy. However it is important to note that the target is 20%
more likely to be Medium-Light online users, and 10% more likely to be Medium
users. A contributing factor to the even spread of the target market between online
usages is the slightly younger half of the target.


Travel for Target Market (Age 25 - 64, HHI $50.0M +)
In-town travel, any km in the past 7 days

%
98.1

Index
103

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

Shopping Malls visited in the past 4 weeks
Shopping Malls visited in the past 7 days

88.95
66.51

Public transit taken in the past 4 weeks

20.7
Public transit taken in the past 7 days
16.76
*Source: PMB 2013 Spring 2-Year Readership and Product Database

102
101
82
80

The information from this PMB data run, with regards to the target markets travel
and shopping habits, gives insight about the reach that Out-of-Home advertisements
may have. A very small percentage, 16.76% of the target market has taken public
transit in the past 7 days, and the target is 20% less likely to take public transit. In-
town travel within the past 7 days is extremely high at 98.1%, almost the entire
target travels some distance within town, every day. It can be assumed that the
remainder of the target has personal vehicles that they use on a daily basis. The
majority of the target having personal vehicles may explain the medium to
medium/heavy usage of Radio at 44.75%, as the target likely listens to it during
their travel time. This suggests that the majority of the target can be reached
through out of home advertisements located along major travel arteries within
town. 66.51% of the target market has visited a shopping mall in the past 7 days;
this indicates a significant amount of the target can be reached through out of home
advertising placed in close proximity to shopping centers.

Geography

The chart below highlights the category% of Restaurant Steakhouse

Medium/Heavy Users and the brand% of The Keg.

CDN Population
Category Users
The Keg Users
Region
%
%
%
CDI
BDI
Atlantic
6.9
4.51
4.3
65.4
62.3
Quebec
23.32
20.9
4.9
89.6
21.0
Ontario
38.86
47.18
49.7
121.4
127.9
Prairies
17.44
16.15
23.2
92.6
133.0
British Columbia
13.48
11.51
17.9
85.4
132.8
* PMB 2013 2-Year Readership Study. IMS. Path: Restaurants Steakhouse Medium/Heavy Users Times
Past 30 Days
** PMB 2014 2-Year Readership Study. Restaurants The Keg.

The CDI (65.4%) and BDI (62.3%) in Atlantic region are fairly low, with a BOI of
104.9%. The BOI of the Atlantic region would suggest that there is limited
opportunity for The Keg and reducing advertising spend may be considered.

BOI
104.9
426.5
94.9
69.6
64.3

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

The CDI (89.6%) and BDI (21%) in Quebec demonstrates the opportunity for The
Keg to further explore adverting expenditure. Considering the BOI is 426.5%, The
Keg has a great opportunity to invest further with this market in order to increased
its BDI.

The CDI (92.6%) and BDI (133%) in the Prairies demonstrates that the majority of
the market are category and brand users. Considering both category and brand have
a strong audience, The Keg has limited opportunity to invest in this market with a
BOI of 69.6%.

Seasonality

The following table shows information from Quarterly Sales Reports for The Keg in
2013. The sales data from each quarter is broken down for a more accurate
representation of month-to-month sales.

Quarterly Annual Sales Report - The Keg (2013)
Month
Jan. Feb. March April May June July
Aug. Sept.
Sales %
8.73 8.73
8.73 8.03 8.03 8.03 8.14 8.14
8.14
26.18
24.1
24.43
Quarterly %
*Source: Third Quarter Report, The Keg Royalties Income Fund, 2013.

Oct.
8.43

Nov. Dec.
8.43 8.43
25.29

Sales are consistent within each quarter, with only a 2.08% difference from the
lowest (2nd quarter) and highest quarters (1st quarter). When each quarter is
averaged across the three months there are slightly higher revenues in the 1st and
4th quarters, during the months of October to March. It is assumed that there is a
slight increase in revenues during these months because it is Winter. The target
market cannot entertain large groups at home, host patio parties, or barbeques
during theses winter months. Therefore, the top three priority months are January,
February, and March because they have the highest quarterly sales revenue at
26.18%. Adversely, during the 2nd and 3rd quarters, which include spring and
summer months, there is a slight decrease in sales revenue because the target
market hosts barbeques and patio parties outside at home.

Competition

The top two competitors of The Keg are Swiss Chalet and Boston Pizza. These
competitors were identified based on product similarity, market share, and highest
total media spend, all of which was determined from PMB and Nielsen data runs.
The Keg, Swiss Chalet and Boston Pizza are companies that offer casual family
dining in an inviting and relaxed environment. Similar to The Keg, its competitors

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

menus offer a wide variety of appetizers, entrees and deserts. Dinner entre options
at all three restaurants include: pasta, seafood, chicken, and steak. The staff is
friendly, efficient, personal and professional at all three locations. Price points at all
three restaurants range from $16 to $44 per plate, Boston Pizza places towards the
lower end of the price range, Swiss Chalet prices are mid-range, and The Keg
placing towards the top end of that price range. The Keg faces challenges in this
area because both Boston Pizza and Swiss Chalet price their products competitively
and at a slightly lower price point. All three competitors have run campaigns in
various mediums however mostly focus on mediums that return high quality images
of their products since that is what they are selling. Television and magazine are
best for this purpose in that they have strong visuals aspects with high quality image
reproduction rates.

Brand Market Share

3%

1%

2%

Boston Pizza
The Keg Steakhouse & Bar
Swiss Chalet

94%

Other

Source: Euromonitor International. Consumer Foodservice in Canada, 2014.

Please note that the Other section of this pie graph, at 94%, represents the rest of
Restaurant industry. This pie graph illustrates the brand market shares of The Keg,
and its top two competitors Boston Pizza and Swiss Chalet. Within the industry,
The Keg competes closely to its competitors and holds similar shares within the
market. In 2013, Boston Pizza had the highest market share of the three brands, at
3%, Swiss Chalet followed closely with 2% and The Keg at almost 1%. These three
companies placed in the top 20 for highest brand market shares in 2013. This
shows that The Keg is successful at being competitive within the market, however
could consider trying to be more competitive.




Market Shares by Brand and Year (2010-2013) (%)
Brand
2010
2011
2012
2013

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

Boston Pizza
2.90%
2.90%
2.90%
3%
The Keg
0.60%
0.60%
0.60%
0.60%
Swiss Chalet
2.10%
2.00%
2.00%
2.10%
Source: Euromonitor International. Consumer Foodservice in Canada, 2014.

The Keg has maintained a steady market share of .6%, over the past four years. It
has remained steady due to fluctuations in the economy. The Canadian economy
recently suffered a recession and as a result consumers were more careful with
their disposable income and leaned towards saving as opposed to spending it on
diners out. Now that the recession has passed it is ideal timing to focus on
increasing The Kegs market shares through increased advertising efforts. Both
competitors, Boston Pizza and Swiss Chalet, have slightly increased their brand
market share from 2012 to 2013. Based on advertising budget data from previous
years, it can be assumed that this increase in market share comes as a result of an
increase in advertising spending. As mentioned previously if The Keg wishes to
become more competitive and increase its market share then an increase in
advertising efforts should be considered.

Competitor Target Markets

The following information was determined based on PMB data runs for The Kegs
top two competitors.

The target markets of these competitors are very similar to The Kegs target
market. Boston Pizzas target market is males and females age 25 to 64, with a trade
certificate or diploma, a household income of $50.0M + and reside in urban areas of
Quebec, Ontario and the Prairie regions (Print Measurement Bureau, 2014).

Swiss Chalets target market is males and females age 35 to 65+, with a university or
college education, a household income of $50.0M+, and live in urban areas of
Atlantic, Ontario, and the Prairie regions (Print Measurement Bureau, 2014).

Having similar target markets to The Keg, Boston Pizza and Swiss Chalet are two of
the top competitors. Each of the three brands is vying for the same target market,
resulting in an increase of difficulty in obtaining; greater consumer interest, an
increase in sales, and larger brand market share.

All three companies are located in overlapping geographic regions. This also adds to
the difficulties that The Keg faces when trying to acquire new customers since both
competitors likely have a strong customer base in each location, The Keg would be
competing for those customers. They all have locations in large to medium-sized
urban areas in Western, Central, Eastern and Atlantic provinces (Company websites,
2014).

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

Competitor Promotions and Community Involvement

Boston Pizza currently has two promotions: Free Starter For Starters and Naughty
or Nice. The Free Starter For Starters promotion is the offer of a free appetizer if the
consumer signs up for the myBP newsletter. The Naughty or Nice promotion is a
seasonal promotion for a three-course meal for $24.99 (Home, 2014). Boston
Pizza gives back to the community by supporting a number of charities, most
notably: JDRF, Kids Help Phone, Live Different, Big Brothers and Big Sisters (BP
Foundation, 2014).

Swiss Chalet is running a seasonal promotion for their new line of festive specials.
This is paired with a scratch and win card. They are also promoting their new
mobile app for placing orders (Home, 2014).


Share of Voice

The Keg has a similar target market to its top two competitors with some minor
differences. These differences are expressed by how each brand spends their
advertising budget.

Casual Restaurants/Family Dining - Share of Voice (%) 2008
Brand

Total

Newspaper

Magazine

Out of Home

Radio

TV

Boston Pizza

34.5

49.2

6.7

48.6

43.3

32.5

The Keg

17.7

37.7

66.2

44.2

0.0

19.4

Swiss Chalet
47.8
Source: Neilsen, 2008.

13.1

27.2

7.2

56.7

48.1

Each brand has one medium where they dominate the share of voice. Boston Pizza
has the most advertising spend in Newspapers, 49.2% and Out-of-Home, 48.6%.
The Keg is a close second at 37.7% share of voice for Newspapers, and 44.2% for
Out of Home. The Keg dominated magazine advertising with a Share of Voice of
66.2%, this meets the need to connect with their target market since it was
identified that 45% of the target market are heavy, and medium/heavy consumers
of magazines. Swiss Chalet has a 56.7% share of voice in radio advertising and the
highest share of television ads at 48.1%.

Most interesting to note is the total share of voice, where Swiss Chalet has the most
at 47.8%. This could have been Swiss Chalets response to an E.coli outbreak at one
of their locations in North Bay, Ontario. Perhaps this was a strategic move to
combat the claims that it was the fault of the restaurant and to reassure consumers
of their safety when eating at Swiss Chalet. (The Canadian Press, 2014).

Boston Pizza is a close second for total share of voice at 34.5%. The Keg is a
somewhat distant third with a total share of voice at 17.7%.

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

Spend by Medium

All three brands spent most of their advertising budgets on a primary and
secondary medium.


Casual Restaurant/Family Dining - Spend by Medium (%) 2008
Brand
Total Brand Spend
Newspaper Magazine Out of Home Radio
Boston Pizza
4.8
0.3
0.7
20.1
The Keg
7.1
5.7
1.2
0.0
Swiss Chalet
0.9
0.9
0.1
19.0
Source: Neilsen, 2008.

TV
74.1
86.0
79.1

In 2008, The Keg and its top two competitors stated that the best way to reach their
target markets was through Television advertising. The three companies spent at
least three quarters of their advertising spend on Television. The target markets are
mostly similar in age, household income and level of education. The target markets
are working professionals that likely come home from work to unwind after a busy
day. They travel in town each day and use the major travel arteries so they often see
out of home advertising and they listen to the radio while they drive. It is assumed
consumers enjoy watching the evening news and follow a few television series.

In 2008, Boston Pizza focused most of their advertising budget on Television
(74.1%) and on Radio (20.1%). The remaining budget was spent on Newspaper
advertising (5%). Television ads are ideal for Boston Pizza as they showcase their
food and dining rooms and friendly environment in their commercials. It is
assumed Radio ads work well for promotions and are used to reach the target
market during their travel time.

Swiss Chalet spent their advertising budget similarly to Boston Pizza, with 79.1% on
Television and 19% on radio. Interestingly, they have a slightly older age
demographic for their target market and have placed very little of their advertising
spend on newspaper and magazine ads. It seems likely that their target market
would enjoy newspapers and magazines and is somewhat confusing as to why they
would not focus more media spend on those mediums. Television does do an
excellent job of reproducing high quality images, perfect for food products.

The Keg spent a high percentage (86%) on television commercials, in part this was
due to the opening of a number of new locations that required advertising to
promote new locations. (The Canadian Press, 2008) The dining environment that
The Keg offers is a higher end casual dining environment and advertising in
Newspapers and Magazines can illustrate this positioning. Newspapers and
Magazines are also useful for advertising their new locations as they offer better

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

geographic selectivity, and the target market are typically heavy users of
newspapers and magazines.

Media Spend by Brand

Media Spend by Brand (4 year span)

$ Spent on Advertising

14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
2004

2005

2006

2007

2008

Year
Boston Pizza

Source: Neilsen, 2005-2008.

The Keg

Swiss Chalet

Over a four year span, both Boston Pizza and Swiss Chalet steadily increased their
media spend. Boston Pizza increased by 12.5% compared to the media spend the
year before. Swiss Chalet increased by 13%. The Keg decreased their media spend
by 8.6% from 2007 to 2008. The Keg may have determined that their advertising
budget for 2007 was too large and was not utilized to its greatest potential and
therefore decreased their budget for 2008 and set goals to focus the budget on
different mediums and a more targeted audience. These figures from Nielsen are
most recently from 2008, and is assumed that since the recession has passed all
three competitors have likely increased their media spend budget.

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

Works Cited

Boston Pizza website. Home. Boston Pizza International Inc. 2014. Accessed
November 12th, 2014

Boston Pizza website. BP Foundation. Boston Pizza International Inc. 2014. Accessed
November 12th, 2014.

Euromonitor International. Consumer Foodservice in Canada 2014. Accessed

November 10th, 2014.

Euromonitor: Full-Service Restaurants in Canada. Accessed November 7, 2014

https://www.facebook.com/thekegsteakhouseandbar/app_400712423291566.
Accessed November 19, 2014.

http://www.kegincomefund.com/concept-and-history.
Accessed on November 17, 2014

http://www.kegsteakhouse.com/en/foundation/overview/. Accessed Nov. 12/14

http://www.kegsteakhouse.com/en/foundation/charities/ .Accessed Nov. 12/14

http://www.kegsteakhouse.com/en/products/dressings/ . Accessed November 19,
2014.

http://www.kegsteakhouse.com/en/products/sauces/. Accessed November 19,
2014.

http://www.kegsteakhouse.com/en/products/burgers_sliders/. Accessed
November 19, 2014.

http://www.kegsteakhouse.com/en/products/seasonings/Accessed November 19,
2014.

http://www.kegsteakhouse.com/en/products/caesar-mix/Accessed November 19,
2014.

Nielsen, 2005-2008. Media Spend Report Casual Restaurants/Family Dining.
Accessed November 9th, 2014.

MEDIA BRIEF: An Overview of The Keg Steakhouse + Bar

PMB 2013 2-Year Readership Study. IMS. Path: Restaurants Steakhouse
Medium/Heavy Users Times Past 30 Days. Accessed on Monday, November 17,
2014

PMB 2014 Fall 2-Year Readership and Product Database. Accessed November 12th,
2014.

PMB 2014 2-Year Readership Study. Restaurants The Keg. Accessed on Monday,
November 17, 2014
Swiss Chalet website. Home. Cara Operations Limited, 2013. Accessed November
12th, 2014.
The Canadian Press. 2008 North Bay E. coli outbreak settlement approved by judge.
Published March 19th, 2014. Accessed November 9th, 2014.

The Canadian Press. Keg generates some sizzle on its third quarter steak. Published
October 21st, 2008. Accessed November 9th, 2014.

The Keg Royalties Income Fund. Annual Quarterly Reports 2013. Accessed November
10th, 2014.