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February 12, 2009
Winterlicious extended two more weeks, February 16-28
  
Due to the overwhelmingly positive response to this year’s Winterlicious presented by American Express, and in light of the financial situation facing restaurateurs in the current economy, the City of Toronto is officially extending the prix-fixe program to run an additional two weeks from February 16 to 28 at participating restaurants. By extending the program, the City of Toronto hopes to provide an economic incentive to patrons to discover a new favourite restaurant or get reacquainted with an old one at an exceptional value.

Select restaurants have chosen to opt-in to the extension. Please note not all restaurants are continuing with the program. A complete list of participating restaurants and their existing Winterlicious menus will be posted on Friday, February 13 at http://www.toronto.ca/winterlicious.

“Extending the Winterlicious promotion this year is smart and proactive,” said Peter Oliver of Oliver & Bonacini. “Torontonians have once again embraced the promotion enthusiastically, despite economic fears, and our employees are grateful to be working in restaurants that are busy and energized. It’s good for our city, good for our economy, and it’s keeping people employed.”

For the past two weeks, dining rooms at some of the city’s finest restaurants were buzzing with culinary excitement as patrons enjoyed the seventh annual popular prix-fixe promotion. Once again Winterlicious was a resounding success - and many restaurants are still receiving a high volume of calls for reservations.

Chefs and owners have indicated that they are thrilled with the customer traffic Winterlicious brings - allowing them to retain and hire more staff, showcase their food to new customers, and continue to turn a profit during a typically quiet time of year.

“Winterlicious achieves two things for us,” said Patrick McCraney, General Manager of The Sultan’s Tent and Café Moroc. “It helps fill seats in the restaurant during what is historically a down time for most of us and it exposes our restaurant to new clientele which may not have had the opportunity to visit us in the past. I believe that the program achieves both the above goals without fail.”

The hugely popular prix-fixe restaurant program has been successful in meeting its objectives, namely, to promote Toronto’s unique hospitality industry, showcase Toronto’s diverse cuisine, encourage a new generation of fine diners to explore Toronto’s culinary landscape, and generate economic activity for the restaurant industry during a slow time of business

Most recent final survey results (Leger, 2007) indicate that the majority of Winterlicious restaurant patrons were satisfied with all aspects of their experience, including their overall experience (94%), the level of service they received (95%), and the quality of the food (93%).

Preliminary survey results from the 2009 (Ipsos-Reid) support these findings, with nine in 10 diners very likely to recommend the promotion to their friends and family, and nearly all diners (99%) agreeing that the Winterlicious promotion is a worthwhile effort on the part of the City of Toronto.

Toronto is Canada’s largest city and sixth largest government, and home to a diverse population of about 2.6 million people. It is the economic engine of Canada and one of the greenest and most creative cities in North America. In the past three years, Toronto has won numerous awards for quality, innovation and efficiency in delivering public services. Toronto’s government is dedicated to prosperity, opportunity and liveability for all its residents.

Media contact:
Giannina Warren, Economic Development, Culture and Tourism, 416-395-7318, gwarren@toronto.ca



 

 

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