East Side Mario's Unveils Redesign

TORONTO—A new look, menu and new logo now greets diners at 10 East Side Mario’s locations in Ontario.

The casual Italian restaurant chain’s new menu contains no artificial trans fat foods and fresher ingredients.

Locations in Milton, Toronto, Mississauga, Peterborough, London, Timmins and Kanata sport the new interior design resembling an a mix of North American Little Italy with Old World style, the company says.

“This makeover is designed to contemporize the East Side Mario’s experience and give our restaurants an approachable, affable personality focused on great Italian cooking,” said senior vice-president Bernie Dyer.

A reworking of the company’s image has been in the works over the last 18 months to include the use of only extra virgin olive oil for sautéing, the use of De Cecco brand pasta, an option for whole-wheat pasta, and premium house salad made from both a spring mix blend and Iceberg lettuce.

“Research shows that Canadians are looking for better quality food at casual dining restaurants,” said brand chef Rick Secko.

On the menu, Sicilian pizza is still there, joining new pasta dishes including Sausage Al Forno, Gnocchi Napolitana and Linguine with Clams.

Other additions are the Tuscan Chicken Salad, Braised Beef Short Ribs, Grilled Veal Chop and Panna Cotta for dessert.

An expanded lunch menu includes two sizes of pasta and pizza along with the East Side Deli sandwich, rotisserie chicken salad, meatball foccacia, calzone and penne in a blush sauce and roasted chicken.

It’s Lifestyle with Style offerings of pasta, pizza and salads list the calories, fat and sodium content right on the menu and are served in smaller portions.

East Side Mario’s redesigned logo features a red tomato while the décor inside boasts crystal chandeliers, framed photos on the walls, gingham table clothes and traditional Chianti wine bottles.

Uniforms are new as well, with servers wearing white dress shirts and black pants under a cranberry red apron.

Prime Restaurant’s, East Side Mario’s parent company, plan to overhaul 15-20 locations in 2008 as well as opening eight new locations with the updated look.

Each of the 110 Canadian locations will sport the redesign within three years.