an all fresh, all canadian restaurant concept

AN ALL FRESH,
ALL CANADIAN
RESTAURANT CONCEPT
INTRODUCTION
At M.I.C. we believe that our
amazing country has given
us all the ingredients needed
to formulate a great restaurant
concept.
At M.I.C. we believe that our amazing country
has given us all the ingredients needed to
formulate a great restaurant concept. Our
Canadian-themed restaurant has become
synonymous with the maple leaf for the simple
reason that we have taken all that makes our
country famous and combined it into an
exceptional casual dining experience.
While we are a new franchise, we are growing quickly. Maybe
it’s because our dishes are homemade using fresh Canadian
ingredients. Maybe it’s our Canadian-brewed beer selection,
comprehensive wine lists from the Niagara region and Okanogan
Valley, or wide-ranging Canadian whisky menu. Maybe it’s our
tastefully true to theme décor and great atmosphere. As our motto
states, we really like to Keep it Canadian!
We think that M.I.C. is popular for all of these reasons – but above
all else, we are growing because we are committed to providing
a world class dining experience to our guests while ensuring
success to our partners.
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WE HAVE A DIFFERENT
INTRODUCTION
APPROACH TO FRANCHISING
At M.I.C. we look at franchising and
franchisees a little different than other
restaurant chains. That’s because we
started as restaurant owners ourselves.
Our primary goal is to make sure that our franchisees succeed.
Because if the franchisee succeeds we all succeed. And how do
we do this? We work with franchisees, establishing locations,
acquiring staff, training and operations, etc. We limit the
percentage of sales dedicated to chain marketing and have
established very low franchise fees. Though we enjoy significant
buying power, we promote local suppliers and
local products, where it makes sense. And most
importantly, we put the franchisee first. That’s
what makes us different.
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WE’RE MADE IN CANADA
At M.I.C. Canadian Eatery
& Whisky Pub, we are a
celebration of our nation.
With every dish served
and drink poured, we are
proud to call Canada our
home and native land. Our
guests can feel this pride
and we like to think that it
keeps them coming back to
experience all
that it means to be
Canadian with every visit.
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While our menu
serves up all-Canadian
selections, we are proud
to serve dishes to satisfy
all palates. Whether
you’re looking for a hardy meal or something light,
our menu really delivers. We serve fresh reserve angus steaks;
in-house smoked ribs, chicken and salmon; classic salads and
wraps, and so much more. If you didn’t consider ‘Canadian’ as
a type of cuisine before, you will certainly become a fan of
Canuck Cuisine now!
WHY WE’RE IN
A GROWTH MODE
As a casual dining restaurant we believe
in the simple values of good food, good
service, and good atmosphere.
There are so many restaurants for
the public to choose from nowadays.
Particularly in the casual dining category,
there are hundreds of chains and mom
and pop shops. So what makes people
try M.I.C. Canadian Eatery & Whisky Pub
in the first place? And why do our guests
continue to return again and again?
As a casual dining restaurant we believe
in the simple values of good food, good
service, and good atmosphere. We like
to stick to these roots to ensure that our
guests and our team always feel valued
and appreciated. Our staff is happy to serve and our guests
know that they are important to us. It’s a winning framework that
allows us to build on the guest experience from the moment they
walk in our doors.
We are positioned to cater to guests aged 35 – 55 who
appreciate family-style dining in a relaxed and friendly
environment. As well, our guests aged 20 – 34 feel comfortable
being surrounded by a fun and welcoming space, especially in
our Whisky Pubs, where they can have social gatherings, grab
a snack, or watch the game.
M.I.C. food selections are made with fresh ingredients, tried
and tested recipes, and a variety of flavours that fill our plates with
mouth-watering menu items. Our drink menu has been carefully
selected and our signature drinks are second to none.
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EXPLORING CANADA
From East to Western Sea, our country
is absolutely beautiful in its richly varied
landscape.
When designing our Canadian Eatery & Whisky Pub spaces, we
like to think of each restaurant as a reflection of our country. Each
location will have subtle variances in layout and décor, but all
M.I.C. locations will include the following:
The Whisky Pub:
Our Pub areas are separate from the
main dining spaces in each restaurant.
They consist of varied seating options
including tall stools and lower tables
and chairs. As well, each Whisky
Pub includes multiple LCD televisions
that capture a variety of sports
programming. The Whisky Pub is
truly dedicated to Canadian sports
and music fans, showcasing famous
Canadian athletes and musicians in
murals and varied artwork on the walls.
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The Timber Framed Cabin:
The Timber Framed Cabin is included in the main dining area in
each M.I.C. location. Typically the cabin is located in the center of
the dining room and is actually built to resemble a cabin from both
outside and in. These spaces are made up of low tables and chairs
and are ideal for larger groups or multiple relaxed meals. The
Timber Framed Cabin is a tribute to the great Canadian wilderness
and outdoor enthusiasts everywhere.
OPTIONS FOR BUILDING
There’s not one layout for an M.I.C.
restaurant. Our concept can fit into
almost any footprint.
In fact, one of the great things about an
M.I.C. is that they’re not all identical –
how boring would that be! However, we
do have signature components consistent
to each of our restaurants (like the Whisky
Pub, Timber Framed Cabin, fireplace,
Canadian celebrities and memorabilia,
to name just a few). Our design staff
will help you, and your designer, layout
the restaurant to insure the brand and
atmosphere requirements are met to make
your location truly M.I.C. Canadian.
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WE’LL HELP YOU
GET STARTED –
and be there every step of the way
When you partner with M.I.C.
Canadian Eatery & Whisky
Pub, you really get the best of
both worlds.
You get to run your very own independent
restaurant, but you also get the benefits and
experienced support that comes with being
part of a franchise.
We have been around the block and we’ve
learned what it takes to make it work in the
restaurant industry. From the moment you
commit to M.I.C. we will be at your side until
the day you open your doors and beyond.
Our experience and expertise will now become
yours, as we will help in the planning, finance,
development, and operational stages.
From site selection and interior design, staffing
and menu development, to marketing and sales
support, we will be there to provide you with
the tools you need to be successful.
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SUPPORT SYSTEM
When you become part of the M.I.C.
family you’ll soon realize the importance
we put on franchisee success.
We don’t get you started and then leave you to fly
on your own. We’re there with advice, guidance
and support along the way. We don’t succeed
unless you succeed. Besides start up and design,
we help with marketing, training, suppliers, food
services and overall business advice. When you
own an M.I.C. restaurant, you’re not alone.
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SUCCESS IS OUR
MAIN GOAL
We are Made in Canada
and we strive to be the best in
Canada.
The M.I.C. brand has become successful thanks
to the hard work and dedication of many
people working together with the same goals
in mind. A successful brand however, is not
enough. We need successful franchises. With
that in mind, we are looking for like-minded
people to join us. If you want to succeed, we
will help make your M.I.C. success a reality.
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LET’S GRAB A BITE
Interested? Want to learn more?
We want to hear from you.
Let us know and we can set up a meeting
to go over all that it means to be Made
In Canada (and the meal’s on us).
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FRANCHISE OFFICE
200 Falconbridge Road
Sudbury, Ontario P3A 5K3
Telephone: (705) 524-7273
www.micsudbury.ca