WRN WINTER 2015 (WEB)

Hapa Izakaya has seven locations in Canada.
SPRING MENU
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WORDS: Carly Peters
determination to avoid joining the forest
industry; a subsequent stint as a hotel bellhop
while in university (“where I discovered
I loved interacting with the public,”
he says); and a strong desire to explore his
heritage, which ultimately caused him to
relocate to Tokyo in the 1990s.
Employment first as a lumber salesman
and then as a broker made Justin financially
well off but emotionally unsatisfied.
Frequenting izakayas with friends helped
him soothe his frustrations, and by the
time he met Lea in 2001, a notion of what
to do with the rest of his life was rapidly
taking shape. “That year I quit trading
and became an apprentice at different izakayas
in Tokyo, doing everything from
dishwashing to clean-up,” he says. “It was
exhausting. Every night I collapsed into
bed — and I loved it.”
Returning to B.C. in 2002, Justin and Lea
focused on an area of Robson Street where
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FEATURES IN OUR NEXT ISSUE
SPRING 2015 (Release date: April)
• Provincial Focus: Saskatchewan • Franchise Directory
• Ethnic Foods • Summer Fare Menu • Summer Patio
• Sourcing Local Foods • Pork • Dairy
• Leveraging Your POS • Cleaning
• Cold Beverages: • Beer
Japanese ex-pat residents congregated, and
they knocked on doors to see if anyone was
willing to sell their business. The proprietor
of a deli was eager to move on, so the couple
wrote a cheque, recruited a head chef
they knew in Tokyo, transformed the space
into an authentic izakaya — and the rest is
history. (The restaurant would ultimately
expand to accommodate 220 guests.)
As was the case with subsequent Hapa
Izakaya openings, Justin and Lea didn’t
announce Robson Street with any marketing
strategy — not even a newspaper ad.
“Instead, the ex-pat community flocked to
the establishment, and this encouraged the
greater neighbourhood to check out what
was going on,” says Justin. “To this day,
this is the pattern — along with
great newspaper reviews — that
makes our venues a success.”
Unsurprisingly, Justin and Lea
have no marketing specialists on
staff, nor do they have a five-year
plan. But with an eight- and a 10-year-old
daughter vying for attention, they do
have an idea of where they ultimately
want to take their brand. “It would be
great if we still owned a few venues in 10
years but maybe franchised out several
dozen operations,” says Justin. “That
would give us more time for a family life.”
In the meantime, the couple are committed
to the long hours. Surveying his
loud, busy Coal Harbour eatery, Justin
smiles. “All kinds of guests are coming
through our doors, and we honestly love
showing them a good time,” he says. “I
always wondered what an ex-pat like me
could possibly do with intimate knowledge
of two cultures — and now I know.”
WRN
If you’re a fashion designer you’re always looking at least one season ahead,
and anticipating trends to be top of customers’ minds. So too should Western
Canadian chefs. Gluten-free, comfort foods, small plates, and food pairings
all appear to be making their way on to spring restaurant “runways.” And
while these aren’t necessarily new trends, it’s the twists restaurants can take on
them that will have customers drooling over their menu design.
According to NPD, growth is expected to be minimal (one per cent yearly)
until 2020, so taking share is how operators will grow, states Christina Miniota,
Maple Leaf Foods, marketing manager - foodservice, branded sliced meats,
deli piece, ham & sp meats.
“As the market becomes more and more about taking share, restaurants need
to have a point of difference and a focus on quality to encourage loyalty,” she
explains, adding Maple Leaf Foodservice is available to be a strategic partner
to help operators stand out from the crowd, and to assist with any menu
revamps through the help of Corporate Chef James Keppy.
The hottest trend of 2014 according to
Restaurant Canada’s 2014 Chef Survey was
gluten-free, an option that only seems to be
growing. In Q1 2015, Maple Leaf Foodservice
will be launching a gluten-free, raised-without-antibiotics
breakfast sausage.
“The market is seeing the value in differentiating
at breakfast with better-for-you
options. This product helps operators create a
point of difference,” says Miniota, adding they
Keeping an eye on
trends but differentiating
with a twist keeps menus
fresh this spring.
will also be launching a Jalapeno Three-Cheese Smokie Sausage, Natural
Roller Grill Hot Dog, and Fully-Cooked Skinless Seasoned Turkey Links and
Rounds. “Turkey at breakfast has come in the spotlight after the Tim Hortons
turkey sausage sandwich launch and will continue to gain popularity as we see
people looking for pork alternatives.”
A Side of Comfort
According to Restaurant Canada’s 2014 Chef Survey Canadians also continue
to crave classic comfort food, while chefs across the West are always looking
for new, innovative, and versatile products to add to their menu. McCain®
Crispy Potato Rolls, launched in December 2014, is a classic Canadian comfort
food with a modern twist.
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