Innovative "Menu-Log" Concept hits all Mediterranean Grill locations

Posted on November 07, 2006 by Ginger Watford

TORONTO, - Mr. Greek Restaurants, the largest and fastest-growing Greek franchise in North America, has introduced a brand-new menu. For this menu update, Mr. Greek’s creative team was asked to “think outside the box.” The result- a menu that is an experience in itself. Reminiscent of a gourmet magazine, the menu features full-page photos of delicious menu items, easy-to-follow descriptions and a first-person account of the experience associated with eating food from Mr. Greek.

“It’s really the power of romancing our patrons optically”, says Jeff Wood, of Creative Initiatives, who designed the new menu and layout. “The large-format presentation of beautifully-photographed, featured dishes seduces people into Mr. Greek’s wonderful world of Mediterranean cuisine, while setting them on course for a delicious exploration of all that is possible.”

To capture the taste of the Mediterranean, Mr. Greek has added some new menu items, including great seafood, Greek specialties, and a wonderful new twist on some classic dishes. With this menu, Mr. Greek has also introduced a 100% Enjoyment Guarantee, offering guests “100% Opa, 100% Goodness and 100% Delicious.”

"The launch of this menu is an opportunity for Mr. Greek to maintain a leadership position in terms of nutrition and the increasing awareness of the benefits of a Mediterranean Diet. We have analyzed all of our recipes and dishes and have introduced more grilled proteins and vegetables. We have also scrutinized the ingredients and taste profile of every recipe and worked diligently to eliminate Trans fats, reduce sodium levels and moderate portion sizes", says Andy Elder, Senior Vice President of Mr. Greek Restaurants.

Currently, Rosie Maclean, a well-known nutritional consultant in the food industry is close to completing a nutritional guide for Mr. Greek, which will be available on the Mr. Greek website in the near future.

With the new menu, which has been rolled out over the course of a three-week period, Mr. Greek Mediterranean Grill locations are enjoying double-digit same store sales increases compared to the same period in 2005. To enhance the guest experience, a beer and wine menu, featuring specialty cocktails, wines from around the world and some vintage Greek wines, has also been designed.

About Mr. Greek Restaurants Inc.

Mr. Greek fired up the grill for the first time on the Danforth in 1988. With locations across southern Ontario, Mr. Greek Mediterranean Grill and Mr. Greek Express, has been serving millions, the best Greek and Mediterranean cuisine in a family restaurant atmosphere for more than 18 years.

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