LOCAL BREAKFAST DINERS IN CLAGARY

(BROOKING YOLK – DENNYS RESTAURANT – OEB BREAKFAST)

FOR:

DAVE ANTILLA

BY:

JENNY ACEVEDO

ISABEL ACUNA MONTOYA

MARIA CHTCHADOVA

KING JULIUS MANGOLLADO

DATE:
APRIL 14th, 2021
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Table of Contents

EXECUTIVE SUMMARY.........................................................................................................................III
INTRODUCTION..........................................................................................................................................1
PURPOSE.......................................................................................................................................................1
SCOPE...........................................................................................................................................................1
RESEARCH....................................................................................................................................................1
DEFINITIONS.................................................................................................................................................1
INDUSTRY DETAILS...................................................................................................................................2
EVALUATION OF WEBSITES - LOCAL BREAKFAST DINERS (CALGARY)................................4
BRO’KIN YOLK.............................................................................................................................................4
DENNY’S.......................................................................................................................................................5
OEB BREAKFAST CO....................................................................................................................................7
CONCLUSION...............................................................................................................................................9
RECOMMENDATION...............................................................................................................................10
REFERENCES.............................................................................................................................................11
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Executive Summary
This report provides an analysis of three different breakfast diners industry websites in
the city of Calgary, such as The Bro’Kin Yolk, Denny’s, and OEB Breakfast Co., using
Aristotle’s types of persuasion: ethos, pathos, and logos, in order to inform the audience and
recommend the best one, according to different elements that each company has used, not only to
get more customers but also to reach their heart. Also, grow as a family within a large
community, and make the food a delight for diners.

The research conducted for the report on the websites, draws attention to the fact that each
breakfast diner has a particular way of reaching new customers. First, Bro’Kin Yolk, which is a
relatively new restaurant in the industry with 6 years, but its owners have more than 20 years of
experience, it offers a farm-to-table service, helps the community with different charitable
activities and its menu is very varied, suitable for different tastes. All this has allowed the
restaurant to be in permanent contact with people, getting closer to the community and
strengthening their level of competitiveness in the sector.

Second, Denny’s with a long history of more than 60 years in the industry, it has managed to
evolve and maintain the loyalty of its customers due to its image and corporate credibility, the
service it offers, the diversity of the menu, the marketing strategies as gifts cards and discounts,
personal and professional growth of employees, and its philosophy of "feed you and yours"
based on family and community.

Last, OEB Breakfast, a restaurant that according to its owner, manages to fill the soul of its
customers, offering culinary creations with fresh, unique, and exotic ingredients. A place that has
won the hearts of the people for the quality of its dishes, and the support of local farmers to get
the products are always fresh. Moreover, the passion and love for food that is transmitted in each
service, the support to its employees in favor of his personal and professional growth, and its
philosophy "learn, teach and inspire", has allowed it to consolidate in the sector, approaching the
community, achieving their attention and loyalty, and being today, one of the best restaurants in
Canada.

The report shows three different options of breakfast diners based on its credibility, how through
the emotion the restaurants manage to connect with people and how the results and experiences
help people to receive complete, accurate and reliable information, which allows them to choose
the best option according to their criteria.
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Introduction
Through this report and analyzing the Bro’Kin Yolk, Denny’s and OEB breakfast diners’
websites, according to Aristotle's persuasive methods: ethos, pathos, logos, it is possible to have
a wide and different perspective, achieving detailed information through the purpose, scope,
research, and definitions of each of them.

Purpose

The report is made in order to inform the audience and/or communities about different types of
strategies that Bro’Kin Yolk, Denny’s and OEB use through ethos, logos, and pathos to gain
more credibility, catch the attention of new customers and be better every day, always satisfying
the customers, achieving a close approaching with them. Moreover, shows the latest trends in
each business, its evolution, and the great service that each one offers, reflecting the great
acceptance they have in the different cities where they are present.

Scope

It analyzes three types of restaurants called Bro´Kin Yolk, DENNY’S, and OEB Breakfast Co.,
each one of them positioned and recognized not only in Canada but also in other countries like
United States of America, El Salvador, Mexico, Dominican Republic, Puerto Rico, Japan,
Guatemala, among others. Likewise, the report does not show the experiences and dealings with
the breakfast diners, it is focused on the three websites.

Research

The data collected is based on the qualitative method more than quantitative, considering that the
information in this report only focused on the data recorded on the website of each of the
restaurants, as well as, in other bibliographic sources such as specific magazine articles.

Definitions

Bro´Kin Yolk: Brothers Kin and Yolk

OEB: Over easy breakfast

Breakfast diners: An informal restaurant that offers detailed breakfast, brunch, and lunch menus,
during specific services hours in the day.
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Industry Details
The breakfast diner’s industry has grown and strengthened over time, generating more
followers every day and being a good alternative for people, because diners are places that offer
breakfasts, brunches, and lunches in an innovative concept, with the best quality standards and
service. However, since the end of 2019’s, no one imagined that a virus could transform the way
of thinking and acting of all humanity, generating fear, chaos, and uncertainty in people and in
different economic sectors, affecting the world economy.

The impact of the corona virus during the pandemic has completely changed the way industry is
functioning since the beginning of 2020. This situation forced the industry to take
countermeasure against the covid-19[CITATION Wor20 \l 4105 ] that involved partial or total
isolation in any public place, such as malls, markets, restaurants, banks, others; forcing the
establishment of measures to help mitigate the risk of contagion. For instance, safe sanitation
practices, staff participation in daily health survey, indoor and outdoor seating organized through
social distancing guidelines, hand sanitizer station, and daily sanitation in each place. Although
these safe practices have helped create conscience in the community, it is not enough for the
food industry, more specific breakfast diners businesses, because many restaurants have had to
close their small companies or have been affected when obtaining the necessary products for the
preparation of their dishes, such as meat producers, who faced interruptions in their processes,
generating delays in the delivery of supplies to the different restaurants, affecting their supply
and demand in these pandemic times[ CITATION Cha21 \l 4105 ].

Currently, diners like Bro’Kin Yolk, OEB and Denny’s, three local businesses that are (instead
of have been) have been analyzed in this report, have adapted to the new regulations ordered by
both local and national governments. Measures that have forced them to develop new strategies,
due to the decrease in the number of people allowed in each place until its total restriction. For
this reason, they have ventured into digital platforms and technology, offering take out, delivery
and online ordering service, besides, placing their orders through the website, skipthedishes, uber
and doordash. These restaurants have a clear message in the websites about covid-19, showing
the protocols they use to prevent the virus and to keep all the staff and customers safe[ CITATION
Bro15 \l 4105 ][ CITATION Den21 \l 4105 ][ CITATION www09 \l 4105 ].

It is uncertain when the world can have a relative normality, however, it is a worrying reality that
a lot of people have lost their businesses and jobs or reducing its capacity, having a difficult
financial time. The statistics during the lockdown in June 2020, show that orders at full service
dropped by 35.4% by volume in March compared with the month a year earlier. It plunged to
65.8% in April, according to market research firm NPD Group[ CITATION Nat20 \l 4105 ]. For
example, in Canada, the coronavirus pandemic caused Denny's to increase the take out and
delivery services to avoid direct contact with customers, reinforcing cleaning protocols to
prevent any type of contagion. Also, in terms of pick-up and delivery orders, customers get a
20% discount on food when ordering online.
This situation has led companies to adapt and learn to survive, through strategies that allow
permanence and sustainability in the industry. According to CBC News[ CITATION Mad20 \l
4105 ], it is clear that OEB breakfasts in Canada are now facing an 80 percent loss of revenue,
meaning that employers can rehire the material they were forced to leave amid the pandemic. In
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Vancouver, BC, an operating partner, Rob Pawley, says that like other businesses in the food
industry, the diner is forced to switch to takeout and delivery only. Forced to be innovative and
adapt, OEB Breakfast has entered the food business by selling fresh eggs, breads, quality meats,
this will put them in a state of survival until the coronavirus pandemic starts to slow things down
early. In Edmonton, AB, OEB Breakfast, and the rest of the company in western Canada saw
their sales drop more than 70 percent in recent weeks. Meanwhile, in Saskatoon, the company
laid off 200 people due to the business recession.

Since the spread of the virus began, many companies have failed, unable to adapt quickly to new
changes, venturing into technology, as a strong strategy to be able to sustain themselves in the
environment. That is why today and despite the established restrictions, there are breakfast diners
that have managed to survive thanks to innovation and the timely response of changes in the
industry.
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Evaluation of Websites - Local Breakfast Diners (Calgary)

Bro’Kin Yolk

[CITATION Bro15 \l 4105 ]

There are countless websites for breakfast diners, but one that stands out is Bro’Kin Yolk.
A restaurant that holds strong values and maintains a strong relationship with surrounding
communities. On August 6, 2015 two brothers Jeff and Gil Carlos, who have 20 years of
combined experience in the restaurant industry, opened the first ever Bro’kin Yolk in the city of
Calgary. Since then, two more locations have opened, located in Signal Hill, Creekside, and
Mahogany, while receiving various rewards. According to Bro’kin Yolk’s website “in September
2019 it is ranked as one of the top breakfast spots in Calgary” (Bro’kin Yolk, 2019). Another
award received was in “June 2018 [when] the restaurant was titled ‘Best Breakfast Spot’ in
Calgary” (Bro’kin Yolk, 2019). The restaurant received this award from the “Star Metro Calgary
Community Choice Awards”.

Bro’kin Yolk is known for its active role in “giving back to the community” and believes that
“success is best shared with the community that raised us” (Bro’kin Yolk, 2019). When the
pandemic hit in Spring of 2020, the restaurant worked as a team to help create “bagged lunches”
for students who were no longer allowed to physically attend school. In an interview with Global
News, one of the owners, Gil Carols, expressed “this is a way to give back, and we’re hoping
that these kids will remember this in times where they can give back” (Global News, 2020).
Even before the pandemic, Bro’kin Yolk has been involved in different charities, two in which it
partnered with “MealShare” and “KidSport” (Bro’kin Yolk, 2019). Moreover, the team at
Bro’kin Yolk value their customers and push the idea of “making you feel at home. They treat
customers, and everyone else, like family” (Bro’kin Yolk, 2019).

Not only is Bro’kin Yolk known for its communication, but it also is known for providing farm-
to-table service. According to Bro’kin Yolks website “Yolk is the shining star in their menu. It
also happens to be Organic, and Free Range from Countryside Farms” (Bro’kin Yolk, 2019).
The restaurant’s menu gives numerous options for breakfast, while bringing in some culture with
their house cured bacon (Filipino style bacon). Furthermore, one may notice that even the orange
juice is freshly squeezed. The idea of farm-to-table service has been adopted by many
restaurants. Though many relationships are made, it also creates strong competition.
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Denny’s

[ CITATION Den21 \l 4105 ]

Denny’s is another website breakfast diner that let the people know about the trajectory
of their restaurants. Denny's is one of the great brands of a family restaurants in the United States
that offer complete food services such as breakfast, lunch, and meals. It has more than 2,500
restaurants in different countries such as United States, Canada, El Salvador, Mexico, Dominican
Republic, Puerto Rico, Japan, Guatemala, among others. Harold Butler founded Denny's in 1953
in California (United States) and the first name it had was Denny’s Donuts. In the following 6
years after its creation, it already had more than 20 restaurants and he decided in 1959 to rename
the restaurant chain with the name Denny's, and in 1977 Denny’s introduced breakfasts to its
menus. Moreover, they have kept their objective that is gastronomy offering breakfasts, lunches,
and dinners 365 days per year, 24 hours per day.

Canada currently has more than 70 restaurant locations in provinces such as British Columbia,
Alberta, Saskatchewan, Manitoba, Ontario Wfoundland, and Labrador. Specifically, in the city
of Calgary, the province of Alberta Canada has 7 restaurant locations located in the main areas of
the city such as Downtown, North, South, International Airport, among others.

For several years Denny’s has been one of the largest family restaurants that offers complete
services on its menu, offering breakfasts, lunches, dinners, and exquisite food desserts for the
whole family. As for its menu, it offers more than 51 items of different products to the taste of
different cultures, within its menu it includes more than 15 items specifically for breakfasts,
constantly standing out for including new products in its menu, for example in its new breakfast
menu it is the dish called "SLAM IT DOUBLE MOONS OVER MY HAMMY", among other
important dishes offered for breakfast are, for example, the Banana chocolate hazelnut crepe,
Berry Vanilla Crepe, Ultimate omelette, Wild Est omelette, My Hammy and Cheese Omelette,
among others . Denny's is characterized by offering quality in its products such as, for example,
100% of its hamburgers are made by hand with 100% healthy beef, The foods used in its menus
are 95% food from the United States, they are characterized for offering natural products, and
they are committed to using 100% cage-free eggs in their food by 2026, as well as using
sustainable chocolate by 2026, using 100% healthy Salmon from Alaska, finally, using mix of
100% sustainable arabica coffee beans and with the corresponding certifications by UTZ, being
leaders in the transparency of nutritional information labels. During the Covid 19 pandemic,
Denny’s continued to offer its products in each of its locations, obeying the rules and laws
imposed in each of the countries and provinces, and to date none of its locations in Canada have
been closed due to Covid 19[ CITATION Den21 \l 4105 ].

Denny's uses different electronic and advertising means so that its customers have access and
ease to its services from wherever they are. They have a website to place their orders, offer
different delivery services or address using recognized food delivery companies such as
SkiptheDishes to give comfort to its customers. Also, the quality of the products through the
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elaboration of its menu with quality ingredients, fresh, handmade, elimination of products in its
unhealthy menus make customers feel happy to use the Denny’s service,

Denny’s has multiple marketing alternatives for users, for example, the birthday gift for its
clients, obtaining a discount voucher on the birthday day in the menu, welcome offers obtaining
a 20% discount on their next visit, special discounts for adults. Seniors one day a week 30%
discounts, offers the gift card option so that people can taste their menu according to their
preferences.

According to Denny’s website, it is important to mention that Denny’s has the Breakthrough
leadership program, which consists of its employees improving their financial and administrative
knowledge, preparing their menus and any knowledge that relates to the industry of their
products or operation of their franchises.

Its philosophy is "Feed yourself and yours" focusing on five main areas which are first, family
and community; second, food; third diversity; fourth, customers, and fifth the environment. They
help the most vulnerable people such as societies of children and people who have suffered
disasters or associations of low-income families carrying food through their mobile restaurants.
Moreover, its food with high-quality standards and healthy fresh products and taking care of the
environment without increasing its prices make its customers feel happy with the products
offered at Denny’s for their flavours and quality. Likewise, the commitment and motivation of its
employees from the managerial level to its cooks and waiters is dedicated to offering excellent
service in all areas and extending educational opportunities and scholarships for its employees of
different origins. Finally, its philosophy of caring for the environment using all the necessary
resources to reduce pollution and elimination of waste that damage the environment makes
people see Denny's as an excellent chain of restaurants for breakfast, dinner, and lunch, ideal for
a client. feel satisfied to go to this restaurant not only because of the menus offered but all the
activities that the restaurant carries out in a business and environmental way that generate
happiness when supporting an excellent company that thinks both of its economic income and
the benefit of your employees, customers, and the environment.
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OEB Breakfast Co.

[CITATION www09 \l 4105 ]

OEB Breakfast website gives the audience the possibility of understanding the essence of
the restaurant and its operation, showing their soul through simple words and wonderful pictures.
For example, it explains that Over Easy Breakfast, better known as OEB Breakfast Co. is a
Canadian breakfast diner that was established in Calgary in 2009 by Mauro Martina, an Italian
chef who has always believed that breakfast is the best meal of the day to make good
connections and enjoy it with different and exotics ingredients that makes the customers have a
unique and incredible experience[ CITATION CNW19 \l 4105 ]. Always supporting their local people
like farmer partners, selecting the best ingredients directly from the farms to the table.

Also, OEB Breakfast Co. headquarter is in Calgary, Alberta with three restaurants located in the
Downtown Area and the other one in the North East of the city (Bridgeland). During these
twelve years of operation, the restaurant has grown in such way that it has allowed them to open
new branches in cities such as Edmonton, Saskatoon, Vancouver, and Scottsdale in Arizona -
United States[ CITATION Joa19 \l 4105 ].

OEB is more than a company and a simple and sophisticated website, it is a community
supported by a group of entrepreneurial people, who stand out for their work, their enthusiasm,
their desire to grow and evolve, and transmit their passion for food to the customers.
Approximately, the are 200 employees, from the staff that welcomes customers, chefs, kitchen
staff and managers, who everyday help OEB Breakfast to be recognized as one of the best diners
not only in Calgary but also in Canada, always providing the best in quality to the guests, so that
breakfast and brunch would be a wonderful, unforgettable, and different experience for them,
making the food touch and fill their soul.

Due to its philosophy “learn, teach and inspire” displayed on its website and applied in real life,
OEB has increased their employees’ confidence in order to transmit the love and passion for
food to customers, achieving greater credibility and recognition in the industry. Moreover, trying
to make a connection to the diner, Chef Mauro Martina prepared a culture that would prioritize
connection and care for food and reliability. For this reason, the menus have the purpose to
satisfy the customers with different items including vegan option.
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In addition to heart and soul, OEB focuses first on personality, connection, and values above
anything else, through their friendly services and great customers reactions. Second, embracing
the evolution of new proposals leads to a new experience, growth, and change, always thinking
in customer satisfaction, and last, food integrity that is fresh seasonal ingredients on the diners’
palate, with the best preparation techniques and the soul put into each of OEB dishes.

Finally, OEB Breakfast has designed a website [ CITATION www09 \l 4105 ] that current and
potential customers can navigate, experiencing the pleasure of food and the desire to make a
reservation to try some of the chef Martina creations. People can find information about menus,
locations, contact info, careers, industry news where the readers can understand why OEB is one
of the best places to delight a spectacular breakfast, the possibility to own an OEB restaurant and
if someone has any inquiry, they have a format to fill it out and express their opinions or
questions about the place. This website really gets people’s attention and encourages them to go
to that restaurant and immerse themselves in the wonderful world of breakfast and brunches.
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Conclusion
The analysis carried out on the website of the breakfast diners through the types of
persuasion ethos, pathos and logos allowed to have clear, truthful, and detailed information on
each of the businesses, knowing their beginnings, business growth, variety on the menu,
proximity to the community, different marketing strategies, global recognition, quality of the
ingredients, support for local farmers and employees, opportunity to be part of the business and
the changes made due to covid- 19. In addition, is important that the reader understands the
current situation in the industry as well as the data collected of each restaurant, understanding the
persuasive tools that can help make this report attractive. Likewise, after analyzing each
business, the website of one of the three breakfast diners is better than the others, because of the
way in which they convey information to people, in such way that it is convincing.
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Recommendation

The authors of this relative merits report recommend the Denny’s breakfast diner’s
website as the most desirable, for the following reasons:

 The information is complete, accurate and reliable.

 It allows the reader to choose from a varied menu.
 People can find nearest Denny’s restaurant verifying see all locations.
 The customer has the opportunity to be part of the company through the franchising or the
careers.
 It explains different promotions to get the attention of new customers like 20% off for food
pick-up orders, 15% off for food pick-up when people order on dennys.ca.
 Measures to prevent the spread of covid-19 are clearly identified, prioritizing the safety of
guests and staff.
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References

Bro'KinYolk. (2019). Retrieved from www.brokinyolk.ca.

Charles C. Martinez, J. G. (2021). Beef Cattle Market and COVID-19. Applied economic
perspectives and policy, 304-314.

Denny's. (2021). Retrieved from www.dennys.ca.

Fantozzi, J. (2019). Canadian breakfast brand OEB Breakfast Co. comes to the U.S. Restaurant
Hsopitality.

Group, C. (2019). Award-Winning Breakfast Restaurant turns 10. CPI.Q (Canadians

Periodical).

Ives, N. (2020). Denny's Scrambles to Adjust to a New Restaurant Age; The pandemic has hit
full-service chains particularly hard. Denny's chief brand officer talks about how the company
has had to rethink its business. Wall Street Journal (Online).

Madeleine Cummings, A. P. (2020). Edmonton restaurants open their pantries to survive covid-
19 pandemic. CBC News.

News, G. (2020, 03 31). Retrieved from www.globalnews.ca.

OEB. (2009). Retrieved from www.eatoeb.com.

World Health Organization. (2020, May 15). Retrieved from World Health Organization:
https://www.who.int/news-room/q-a-detail/coronavirus-disease-covid-19-food-businesses