Harvey’s celebrated its 65th anniversary last month and is continually making adjustments to improve its restaurants by enhancing customer experience, improving technology, and new menu innovations. Michael Nault, chief operating officer at Harvey’s, discusses Harvey’s past 65 years in Canada and what consumers can expect going forward, including the ultimate goal of potentially hundreds of more locations within the next five to ten years.
“Over the past 65 years, there is a lot that has changed, but our focus on customization and taking care of our guests has always been at the core of what we do. Looking forward, we are not just about growing our number of locations; we are about enhancing the whole Harvey’s experience. From digital advancements that streamline the ordering process to innovative menu additions that delight our customers, we are committed to evolving while maintaining the essence of what has made Harvey’s a beloved brand in Canada,” says Michael Nault.
The past 65 years
Over the past 65 years, Harvey’s has evolved from a simple burger restaurant into a larger fast-food chain in Canada, adapting to the changes in customer preferences and technology. The first location opened in 1959 in Richmond Hill, north of Toronto.
Nault says Harvey’s has broadened its menu innovations, embraced digital transformation through its app and digital menu boards, and has committed to sustainability by maintaining eco-friendly practices such as partnering with Tree Canada.
“Looking back over the past 65 years, Harvey’s has not just adapted but thrived by embracing change all while staying true to our roots in customization and quality. Our journey has been more about than just serving meals – it is about creating a community around our brand, one burger at a time.”
Harvey’s continued focus on customization, quality, and community engagement reflects its dedication to maintain its values while continuing to expand throughout Canada. The success of Harvey’s is pinpointed to its power to adapt and listen to consumer needs.
“Authenticity has been a big pillar on how we have been able to succeed for the past 65 years, along with customization. The second piece I would really have to attribute to is our associates and our franchisees. We have a great collaboration with a number of our franchises across the system and we work with them very closely on programs that we put into our restaurants and how we do things.”
Burger hunt across Canada
To celebrate the occasion, Harvey’s planted burger cards around the country, including around Harvey’s locations and iconic landmarks in Canada. The hunt started on March 26th and is still on-going as not all cards have been found.
Harvey’s planted 1,650 free burger cards which included four VIP ‘Harvey’s for a year’ cards – one of which is yet to be found in Montreal.
Harvey’s is also selling limited edition merchandise, where consumers can customize a shirt.
“We kicked off the great Canadian burger find on March 26th, hiding 1,650 burger cards across the country. This includes four VIP cards for ‘Harvey’s for a year,’ with one still waiting to be discovered in Montreal. And to make the celebration even more special, we introduced limited edition merchandise, offering our loyal customers the chance to customize their own Harvey’s shirt, celebrating our years in a truly personal way.”
Going forward – expansion plans
With 300 chain restaurants, Nault says they are always looking to grow and expand across Canada.
“We have a good presence in Ontario, so we are continuing to look at different footprints for Ontario and in Quebec there are lots of opportunities for us to expand. We opened up a few restaurants recently in Ontario, which have been great success and now we have sites in the West and East and are looking forward to opening them and they are all different footprints. Whether it is a gas station, a mall, or just our traditional footprints, we will continue to look for those opportunities across the board.”
Nault says Harvey’s is planning on opening around ten locations in 2024 with key areas being Montreal, around the GTA, London, Ontario, Alberta, and some locations in Calgary.
“Harvey’s has set out a target of 500 locations over the next five to ten years, and I’d say that we are continuing to work towards that target and build opportunities. We are on pace and still working towards that as our target – so we are going to place Harvey’s in the hands of more people across the country.”
Harvey’s renovation program & innovations
Nault says around 85 per cent of Harvey’s restaurants have been renovated and they are continuing to complete the rest of the locations.
“One of the things for us is creating an experience within the four walls, so making sure it is bright, vibrant, and energetic. This is something we are exploring, and it is really just keeping the look and feel of the restaurants and keeping the atmosphere vibrant.”
As far as new innovations in restaurants, Nault says for years Harvey’s has had digital menu boards and an app for consumers to order from, but is looking to take it further to include kiosks.
“Is there also an option for us to continue down this path and have guests place their own orders within the restaurant, on a kiosk rather than just having the opportunity on a mobile app? That is something we are exploring.”
Evolving the menu
In the past, Harvey’s has continually developed its menu options to evolve with consumer’s needs. While the company started with just burgers and hot dogs, it has evolved by expanding its offerings. Last year, Harvey’s introduced the pickle poutine and is constantly looking for new ways to innovate its menu.
Nault says some of its ideas come from consumers themselves through social media.
“Social media shows how our guests are being creative, such as dipping donuts in milkshakes, and it is a fun way to connect with them. This also leads to innovations like the pickle poutine – a menu hack inspired by media that turned into a limited-time offer. It is how we discover fun ideas that could become the next big thing.”
