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O N T A R I O December 2015 | Vol. 30 | No. 11
N AT I O N A L
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NO TIPPING AT TORONTO EATERY
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C O V E R A G E
AVOIDING PITFALLS IN FRANCHISING
R E G I O N A L
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WHITBY BREWERS SETTLE ON BROCK
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FEATURE: THE BUYER’S GUIDE ANNUAL LISTING OF SUPPLIERS
Fresh casual hatches from The Chickery By Bill Tremblay Assistant Editor
Canada Post Publications Mail Agreement No. 40010152
TORONTO – The Chickery doesn’t fit into traditional restaurant categories, according to chef David Adjey, the founder of the emerging rotisserie chicken chain. “You hear these terms QSR or fast casual. I want to be my own category,” Adjey said. “The Chickery is more fresh casual than fast casual.” While his restaurant is fast food, Adjey said preparation required for the menu defies the terminology. The chicken is antibiotic-free, never frozen and raised humanely. The poultry requires two days of preparation, starting with brining overnight, followed by drying in a custom-built fridge. “It’s just like you would dress a New York Peking duck. You want to dry the skin out,” Adjey said. Chef David Adjey, founder of The Chickery. The Chickery’s sauces and sides are also made from scratch. Chef David Adjey’s The Chickery has sold 26 units, including “Everything is made in house,” Adjey said. locations planned for Dubai and Washington D.C. “We’re making it every day in the Alongside rotisserie chicken, The restaurant, which I think is amazing death experience opening it,” Adjey Avenue, south of Richmond Street said. West, in Toronto in 2013. Chickery offers chicken fingers, salfor a fast food restaurant.” “Now I’m watching something Toronto is now home to three oth- ads, more than 20 rotating sides and The concept is gaining popularity Adjey’s own creation, Chicken Feathas a franchise. After forming a part- that started as a sketch on a piece of er locations in development. turn into 26 of them.” “This is my home. I’m born and ers, made at the request of his daughnership with franchise development APPROVALpaper REQUIRED The enclosed proof is sent for your approval. We will not proceed with the job until the proof is returned. Adjey, known for television ap- raised here,” Adjey said. ter. company Fransmart, The Chickery DO NOT GIVE VERBAL INSTRUCTIONS. CHECK CAREFULLY! Beyond this point we cannot accept responsibility for any errors. Alterations (other than typopearances on Restaurant Makeover, “I’d like to have a strong presence “We came up with a chicken scahas sold 26 units, including locations graphical errors) will be charged extra. Mark proof “OK” or “OK with corrections” as the case may be, signing your name so we mayAdjey’s know that the proof reached the proper authority. David Restaurant 101, The here, then start looking at Calgary loppini, but we’ve done it in the clasplanned for Dubai and Washington Opener and Iron Chef America, and Vancouver. I’d really like to get it sic parm style,” Adjey said. D.C. SIGNATURE OF APPROVAL DATE Spadina opened the first Chickery on right across Canada for sure.” Rather than dried breadcrumbs “As a chef, it has been a near-
for the chicken, Adjey is using a fresh bread, French-style panure. “When you fry it, it’s not retaining the oil. It sort of pushes the moisture out of the bread,” Adjey said. “I used to joke the only three places you should use a dry breadcrumb is in a high school cafeteria, any correctional facility and my mom’s house.” The Chickery’s list of side dishes ranges from shoestring fries to collard greens to pickled beets. Adjey said he often adds and removes new items to keep the menu fresh. “There’s always a dud … I was asked to do a green bean salad. I couldn’t give them away,” he explained. The changing sides, popular or not, help engage customers on social media through Side Dish Survival, which asks guests what works and what needs to go. “We’ve brought sides back from the dead before,” Adjey said. “It keeps me in connection with the customers. It shows them someone is listening.” With 26 locations in the works, Adjey noted the fresh, made-fromscratch concept will see variance in flavour from location to location. “I can’t ask for 100 per cent (consistency), because then I jeopardize the integrity,” he said. “I would rather have the struggle be ‘how do I do this’ than have it done somewhere else. Nothing will be powdered.”
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