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Jan 21, 2010 08:50 AM

Articles about Joey Don Mills (split from Ontario board)

Article in the Star the other day: Don Mills eatery no average Joey

Also, article in Green Business about how the chain that runs Joey, Earls and Cactus Club is serious about their energy consumption and are trying to make their restaurants as efficient as possible.

A cost-per-meal energy standard for restaurants? The Harmony Group wants to make it happen

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  1. I think it's relevant to mention that, whatever the virtues or vices of Joey's service or cuisine, the Star article was obviously an advertorial (and not identified as such).

    7 Replies
    1. re: embee

      Yeah, it's kind of deceiving. I'm surprised Toronto Star doesn't identify this as advertisement on their web page. Very deceiving for a legitimate publication.

      1. re: syoung

        It's not a paid ad nor a restaurant review. It's a profile of a small business.

        1. re: toveggiegirl

          A couple of key indicators suggest that it was more of a puff piece than a review. The menu was described as "Michelin Star contender", and the sommelier was stated as being responsible for mixing great cocktails.

          It's a slick place that knows how to market. The food isn't great, but I wouldn't put it as far down the line as Milestones or some of the other chains. Decent flatbreads, very good soups, and creative appetizers. If you walk by the kitchen, you'll see a very sophisticated line that isn't based around a fryer. The prices are relatively high, the wine list is decent, and the service is very good. My visits were for brunch, so I can't speak to how clubby it might be at night. For the mall, a second tier to Linda, but miles ahead of the other chains.

          1. re: toveggiegirl

            There are several other indicators, but "Michelin Star contender" says it all. Whatever merits this resto may have, that's utterly preposterous.

            1. re: embee

              Agreed - although I enjoy the place, the article was pretty over the top.

              1. re: embee

                Yes, i agree. It's definitely a puff piece.

          2. re: embee

            If that's true, that really calls into question the integrity of the newspaper; the writer's name is provided, and is apparently "SPECIAL TO THE STAR", which indicates The Star is the one paying for the article, and not the restaurant. The writer has also contributed other pieces to the newspaper... Seems to me that the article was written by someone too inexperienced to know what she was saying... And that this is typical of the general deterioration of writing found in today's financially flagging newspapers.