The Date and Time: Thursday January 12, 2017 10:30 AM to noon.
The Event: Winterlicious media preview, City of Toronto.
The Venue: Lee, King Street West
The Target Audience: media
The Availability/Catalogue: There were posters and booklets detailing the restaurants and programs involved in Winterlicious 2017 for January 27 – February 9. The Culinary Event Series and the Prix Fixe Promotion were discussed. More information is available at www.toronto.ca/winterlicious for the celebration of 150 years of Canadian cuisine, Caribbean influence, bartending, and Italian seafood (among others).
The Quote/Background: Councillor Michael Thompson (Scarborough Centre) as Chair of Toronto's Economic Development Committee gave the major presentation on the annual Winterlicious prix fixe restaurant event, and introduced YP (Yellow Pages) Dine as the presenting sponsor for the next three years, and Chef Susur Lee for today's host restaurant. More than 220 restaurants are included in this year's Winterlicious, with menus from $18-23-28 at lunch to $28-38-48 at dinner. More than 6.2 million meals have been served during this promotion, which began in 2003 to assist in slow periods of business in January and July.
The Food: a major force on the Toronto restaurant scene is Susur Lee, so it was fitting that the media launch presser was at his premier restaurant Lee. Since Lee is only open for dinner, there was just the dinner menu ($48), and we had a generous selection of samples such as the excellent appetizer spring roll duo (cheeseburger spring roll + cod & stone crab spring roll with cream cheese, highlighted by smoked chili mayo + kaffir lime – all on a bed of lettuce leaf for a wrap) and the appetizer Thai fried chicken with tamarind chutney and green apple kimchi. From the mains we had samples of a stunning seared yellowfin tuna with a mustard ponzu butter sauce. Great food, lovingly prepared and served. Coffee and ESKA Natural Spring Water were also available.
The Downside: the event was slightly late in getting started.
The Upside: social media were out in force, with #LiciousTO, @LiciousTO, instagram.com/liciousto, facebook.com/LiciousTO, plus @leerestaurant and @susrlee.
The Contact Person: Anastasia Saradoc <asarado@toronto.ca>
The Event's Marketing Effectiveness and Execution (numerical grade): 89.
Chimo! www.deantudor.com
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