Swiss Chalet unveiled its modern new flagship restaurant in Barrie, a location chosen to launch the chain's rebrand Canada-wide.
The Bayfield Street Swiss Chalet has been open for 35 years and will serve as a test market for the new modern concept.
"You are the very beginning of a revolution and a transformation of Swiss Chalet," said Swiss Chalet President Ken Otto at a VIP preview event Monday. "Not only did we pick the right store but I think we picked the right city. Barrie has a huge opportunity to tell us about what in the store works and what doesn't work in the years to come. That's why we picked this very restaurant."
There are new uniforms, new plate ware, new cutlery , new decor and a new menu.
"This store reflects the future of Swiss Chalet," Otto said.
“As one of our busiest operating restaurants, Barrie was the natural choice for rolling out our modern design and menu concept. Our goal is to take what we’ve learned here and in 2018 begin the roll out of our new look and new menu items in key markets from coast-to-coast," Otto said.
It's a first-of-its-kind for Swiss Chalet, seats more than 300 guests and features wooden décor elements, a private party room with sliding barn doors and the 'Watering Hole' bar area, complete with TVs.
"The idea was to keep the iconic brand elements alive but take it into the future. Black leather mixed with wood, combination of modern and rustic, timeless - a modernized take combined with warmth and balance," said Lindsay Maclachlan, Director of Marketing for Swiss Chalet. "Barrie is an exploding place and there's a bunch of people travelling through Barrie all the time. It makes so much sense to do it here."
The contemporary menu designed by nationally-renowned chef, Tallis Voakes, has about 25 new menu items including a protein-packed Power Salad, sriracha honey Brussels Sprouts, Taco Poutine, Deep Fried Mac and Cheese Balls and Dessert Fries.
“Fans of Chopped Canada will recognize the talent and creativity Tallis brings to the kitchen,” said Otto. “He has put his unique spin on Swiss Chalet classics to create new items like The Northern Canuck Rotisserie Chicken and Beef sandwich.
The multi-million dollar renovation began in September and the doors will open to the public on Wednesday. The new restaurant
will still serve the chain’s famous rotisserie chicken, barbeque ribs, fresh cut fries and secret Chalet Sauce.
But there is a new, sweeter bun being served with the iconic meals.
“The renovation to this 35-year-old location and fresh new menu items are a glimpse into Swiss Chalet’s future, reflecting our goal of modernizing one of Canada’s most iconic restaurant brands,’ said Otto. “Whether you’re dining in or picking up dinner, our goal with the new concept is to create a welcoming, cool and casual environment with delicious options for everyone at the table. We know existing guests will love the new look and new diners will be pleasantly surprised.”
Located at 397 Bayfield St., the restaurant was chosen in part because of the growth Barrie has experienced - more than 560 percent in 40 years - and will see in the future.
The media were invited to preview the renovated eatery Monday along with various community members and dignitaries including several Barrie Firefighters, City Councillors Doug Shipley, Rose Romita and Barry Ward and Barrie's CAO Michael Prowse.
