Ginny Scott remembers her first date

Transcription

1 COVER STORY Ginny Scott remembers her first date with husband Bill. Bill called me on the phone and asked me out for dinner and a movie. We went to Mr Mikes and then saw To Kill a Mockingbird at the old Orpheum on Granville, she says remembering the date way back in 1962 that led to a married life. When the Scott s dropped in for a Mikeburger back in 62 Mr Mikes had already been open for a couple of years and had become well-known as a great place for Vancouverites to come by the downtown restaurant for a steak dinner in a relaxed setting. The Scotts first date at the B.C.-based chain mirrors a wealth of experiences from others who made the restaurant the go-to place for dates and celebrations as well as a spot to just drop in for a classic dinner entree in a self service atmosphere. Mr Mikes is now celebrating its own special event its 50th anniversary. To help with the milestone celebration the annual menu update in May will include some 50th Anniversary recognition for the brand that harkens back to the simpler times of the 1960s and Mr Mikes early heritage. There are also plans for a Steak Independence Day in Summer 2010 dedicated to the chain s Steak For All positioning. Steak Independence Day proposes a day- long community event in many of the markets serviced by the chain. We ll celebrate in all our communities. It s a way of giving back to those who have been so supportive over these past 50 years, says Yuri Fulmer, president and CEO of Mr Mikes Restaurant Corporation, a company that operates 18 locations in both B.C. and Alberta. In some of our markets, there s been a Mr Mikes continuously since the mid-60s, he says, thinking back to when he was considering the purchase of the group of restaurants. I spoke to a number of friends and family members and said, You know, I m interested in this company called Mr Mikes. Have you ever heard of it? It was funny, he recalls, but almost everyone had an immediate emotional reaction whether they remembered having gone there as a child or went there on their first date. I was shocked at how many people had a very strong Mr Mikes memory. It really had a warm place in their hearts, especially of British Columbians. Now these warm feelings and memories will be feted through the 50th Anniversary celebrations dedicated to the customers that have made the chain a western favourite. The company operates 18 locations in B.C. and Alberta. Making History In Canada restaurant concepts come and go. The fact that Mr Mikes has lasted the test of 50 years is a major feat in itself in an industry where just getting beyond the first year of business is a considerable achievement. Consider some of the benchmarks. For example, Mr Mikes has served in excess of 35 million of one of its signature items, the Mikeburger a beef patty served on a fresh French loaf with garlic butter and Mike s special sauce over a history that has seen several owners take on the brand. 26 wrn

2 WORDS: Kelly Gray Yuri Fulmer, President and CEO wrn 27

3 Mr Mikes celebrates its 50th anniversary this year. It all began in 1960 when brothers Nick and Bob Constabaris opened the first Mr Mikes Family Steakhouse on Granville Street in downtown Vancouver. At the time, its reasonably-priced steak dinners in a self-serve cafeteria-style restaurant was an innovative concept. The menu offered steak, a baked potato, salad, and garlic bread and the decor was equally no-frills. Restaurants offered around 60 items that guests could pick from along cafeteria lines. Steak houses had always been about white tablecloths and being a little bit stuffy and for most people, that means feeling slightly out of place, explains Fulmer. Mr Mikes appealed to people who wanted to go out for steak without having to dress up or save up. Uncertain economic Warren Goss, Director of Operations B.C. times and a trend towards more casual lifestyles clicked with the Mr Mikes concept and contributed to its longevity. The success of the first Mr Mikes led to the opening of two franchised outlets on Vancouver Island and the chain continued to grow rapidly over the next several decades. Despite downturns in the national economy, the restaurants succeeded since customers were keen to embrace low-cost dining. By 1970, there were 50 Mr Mikes outlets and they were serving 250,000 customers a month. Ten years later, the number of outlets totaled 69. By 1985, only 45 Mr Mikes remained. The concept was over, says Fulmer. The whole idea of self-serve and salad bars had had its day - and that day was over by the end of the 80s. It was roughly a dozen years ago that the chain received a breath of fresh air with a major revitalization and rebranding. Its well-known 1960s style was upgraded to meet the times with a contemporary West Coast look. The result saw reopenings in longstanding areas like Terrace, Dawson Creek and Quesnel where interiors were transformed with the new contemporary theme. The new look included natural wood and stone, local native art work, and warm earth tones. The menu also reflected the West Coast connection with items like Prawns Tofino, named after B.C. coastal communities. To fully reposition the brand at that time, the restaurant shifted from self-serve cafeteria style to full-service casual dining with an expanded bar component. The redo also included a new logo and a new name Mr Mikes West Coast Grill. However, some things stayed the same. For instance, Mr Mikes maintained its reputation as an affordable steakhouse alternative where guests could expect to find average cheque totals running 35 to 50 per cent lower than other steakhouses. The company reports that by the 90s the new look and operation system brought on board by then owners, The Stonewater Group, saw Mr Mikes seven outlets average annual sales of $1.7 million or 400 per cent increase in same-store sales. It was here that current President and CEO Yuri Fulmer first noticed the brand. Napkin, wiper and washroom solutions for all your foodservice needs Tork paper and dispensing solutions Innovative one-at-a-time dispensing systems decrease usage and waste and improve hygiene. Third-party certified paper products manufactured from 100% recycled fiber help conserve valuable natural resources. Tork has solutions to meet both your Front-of-the-House and Back-of-the-House needs. Visit us at to learn more about our guarantees and sign up for a free product trial. 28 wrn

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5 An Australian-born businessman with foodservice holdings that included leading franchise brands in B.C. and Alberta, Fulmer was presented with an opportunity to pick up the chain from Stonewater. After a period of due diligence his Fulmer Development Corporation took on the group in January of 2006, and moved forward with Mr Mikes Steakhouse & Bar, a moniker that built on the strong interplay between restaurant and bar. Mr Mikes believes in Steak For All. The Next 50 Years Today, Mr Mikes Steakhouse & Bar restaurants are between 4000 to 6000 square feet in area with seating for 140 to 175 customers. The menu still offers the classics like the Mikeburger and traditional steakhouse meat and baked potato favourites along with plenty of contemporary non-steak items a little something for everyone. There are seven outlets in Alberta and 11 in B.C. Six are corporateowned and 12 are franchised. Interestingly, the Kamloops location is a hold over from the early cafeteria-style concept and is the only historic Mr Mikes location left. We work in collaboration with the franchisee. Almost everybody in our organization is in what we call a franchisee-facing role. We work with them on helping in their business and asking them to help move the brand forward, says Fulmer, noting that the 18 stores in the portfolio are a far cry from that single Granville Street location that proved so popular back 50 years ago. Today s Mr Mikes are full service operations that feature an easy ambiance characterized by ample use of wood, comfy seating and a decided lack of attitude. Locations offer signature brew like Antler Ale and Big Horn Lager not to mention famous centre-cut aged beef steaks. There is also a branded wine program that is designed to take out the attitude and deliver great tasting reds and whites Big Bucks Reserve and Little Doe. Fulmer sees dramatic growth ahead for his Mr Mikes restaurants. We ve opened a lot of restaurants in the last few years and we should open six to eight more next year. We re excited about that. We re excited about continuing to grow in Western Canada and we ve been incredibly well-received by the markets we are opening in. Asked what sets Mr Mikes apart from other steakhouse-type restaurants, Fulmer responds, We re a lot more casual. We re a lot more accessible to more customers and we re certainly more affordable for a family to eat at, and to eat at more regularly. That s the space that we occupy. Surviving for 50 years is a rare accomplishment in the restaurant industry. We re now really authentically a steakhouse & bar concept. It really is a full rebrand from the Mr Mikes that people would have grown up with. Would Ginny and Bill still recognize the Mr. Mikes that hosted them back in 1962? To be sure, the decor has changed, the service has been ramped upward, and the menu is more current, but the welcoming atmosphere, the affordability as well as the flame-broiled steaks and the signature burgers have all remained the same. WRN Congratulations to For all your Banking needs call: M L (Michael) Heras Melanie Ma CONGRATULATIONS MR MIKES Steakhouse & Bar Celebrating their 50th anniversary! Wishing you great continued success! from all of us at Cardinal Meat Specialists Ltd 30 wrn