East Side Mario's
Encyclopedia
East Side Mario's is a Canadian casual dining
restaurant
, managed by its parent holding company Prime Restaurants
, which operates in Canada
and the United States
. The restaurant specializes in Italian-American cuisine
. Individual locations claim to recreate the historic ambiance found at the corner of Canal Street
and Mulberry Street
in Lower Manhattan
. The brand is marketed as "A taste of little Italy". It is best recognized by its old logo featuring the Statue of Liberty
holding a large tomato
instead of a torch, as well as the jingle containing the catch phrase "Hey, budda boom budda bing".
It has over 100 locations in Canada as well as some in the United States.
East Side Mario’s was developed through the merger between several restaurants and began as a subsidiary of Yesac Creative Foods.
In 1980 three entrepreneurs from Sudbury, Ontario
, Canada opened the first Casey’s Restaurant. The restaurant’s success prompted the opening of a second location in Elliot Lake, Ontario. The company moved to Burlington
and introduced a fourth partner. The Casey’s brand was developed through the company name of Yesac Creative Foods. In 1982, the first Pat & Mario’s Restaurant was opened in Whitby
, Ontario. The objective was to establish a takeout pizza and pasta business. The venture was successful and the Pat & Mario’s chain expanded into the North York area, as well as Florida
, U.S.A.
The first East Side Mario’s restaurant was developed and built in Aventura Mall
in Miami, U.S.A. To expand the business on both sides of the border, it was necessary for Yesac to raise capital
. To do so, the collective brands of Casey’s, East Side Mario’s and Pat & Mario’s were sold to the Prime Restaurants holding company in August 1989. Prime Restaurants has become a major force in the current Canadian restaurant industry largely in part from this acquisition. By 1993, Prime Restaurants had expanded East Side Mario’s throughout the United States through an American subsidiary. Due to the high potential of this restaurant chain, the American subsidiary was later purchased by Pizza Hut
and Prime Restaurants retained exclusive rights to the Canadian trademarks
. As of February 2000, Prime Restaurants has re-acquired global trademark rights to East Side Mario’s Restaurants Inc. On July 22, 2002, the parent company made an initial public offer
for the Prime Restaurant Royalty Income Fund, allowing for public investing into the brand. Currently, management retains 25% ownership under the company Prime Restaurant Holdings Inc.
The menu primarily offers traditional Italian-American dishes, with an emphasis on pastas
as well as classic entrees such as steak and chicken. The interior design is styled after New York Italian eateries of the mid 20th century. In 2008, East Side Mario’s revamped their franchise design and menu. The new menu had a healthier focus, promising that no artificial trans fats
and fresher ingredients were to be used. Their restaurants received an updated look, mixing styles from the Old World Italy
with the more contemporary North America
n Little Italy
. The logo also changed; a red tomato replaced the established figure of the Statue of Liberty. Commenting on the renovations, Vice President Bernie Dryer said: “This makeover is designed to contemporize the East Side Mario’s experience and give our restaurants an approachable, affable personality focused on great Italian cooking.”
East Side Mario’s has produced a variety of both chain-wide and regional promotional offers. These have included local radio contests and giveaways in association with communities. Similar to other restaurant chains, East Side Mario’s has a longstanding promotion that offers free meals for young children, marketed for families. The franchise has also engaged in advertising partnerships with other companies such as Budweiser
. In 2010, East Side Mario’s took advantage of the FIFA World Cup
and launched a campaign, declaring itself as the “soccer headquarters”.
In January 2010, East Side Mario’s launched one of the largest 3 month long contests in Canadian casual dining history, the “Budda Boom Budda Ching” campaign. The contest totaled up to $10 million in prizes, and was created with support from East Side Mario’s marketing partners Endeavour Marketing, Endo Marketing, Ron Christie Communications and Cowan & Company. This campaign was launched in conjunction with an ongoing social media strategy in which East Side Mario's uses its presence on Facebook in an effort to raise awareness of promotions among consumers.
People are most familiar with the restaurant's long running jingle featuring the catch phrase: "Hey, budda boom budda bing". The song is demonstrated in the making-of video for the 2010 advertisement found on Youtube.
in the past. In early May of 2010, it was the national family restaurant sponsor of the 2010 Canadian Breast Foundation CIBC "Run for the Cure" fund raising event. The partnership included in-house promotions to help raise awareness about breast cancer
. John Verdon, Vice President for Marketing, had this to say regarding the campaign: “East Side Mario’s commitment to the neighbourhoods and families we serve extends well beyond providing a great dining experience full of value, variety and fun. Most of our restaurants are family owned and our focus is on moms and family, so partnering with a leading charity like the Canadian Breast Cancer Foundation, that’s making a significant difference in the lives of many Canadian families, was an easy choice.”
East Side Mario's has also provided corporate sponsorship of Camp Oochigeas, a volunteer-run and privately funded organization working out of Toronto, Ontario which provides a summer camp experience for children with cancer.
Casual dining
This is a list of casual dining restaurant chains around the world, arranged in alphabetical order. A casual dining restaurant is a restaurant that serves moderately-priced food in a casual atmosphere...
restaurant
Restaurant
A restaurant is an establishment which prepares and serves food and drink to customers in return for money. Meals are generally served and eaten on premises, but many restaurants also offer take-out and food delivery services...
, managed by its parent holding company Prime Restaurants
Prime Restaurants
Prime Restaurants Inc., formerly Prime Restaurant Royalty Income Fund, is a Canadian holding company, which operates the restaurant chains East Side Mario's, Casey's, Pat and Mario's, Fionn MacCool's and Bier Markt Esplanade....
, which operates in Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
and the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
. The restaurant specializes in Italian-American cuisine
Italian-American cuisine
Italian American cuisine is the cuisine of Italian American immigrants and their descendents, who have modified Italian cuisine under the influence of American culture and immigration patterns of Italians to the United States...
. Individual locations claim to recreate the historic ambiance found at the corner of Canal Street
Canal Street (Manhattan)
Canal Street is a major street in New York City, crossing lower Manhattan to join New Jersey in the west to Brooklyn in the east . It forms the main spine of Chinatown, and separates it from Little Italy...
and Mulberry Street
Mulberry Street (Manhattan)
Mulberry Street is a principal thoroughfare in Manhattan, New York. The street was listed on maps of the area since at least 1755. The "Bend" in Mulberry in which the street changes direction from southwest to northeast to a northerly direction was to avoid the wetlands surrounding the Collect Pond...
in Lower Manhattan
Lower Manhattan
Lower Manhattan is the southernmost part of the island of Manhattan, the main island and center of business and government of the City of New York...
. The brand is marketed as "A taste of little Italy". It is best recognized by its old logo featuring the Statue of Liberty
Statue of Liberty
The Statue of Liberty is a colossal neoclassical sculpture on Liberty Island in New York Harbor, designed by Frédéric Bartholdi and dedicated on October 28, 1886...
holding a large tomato
Tomato
The word "tomato" may refer to the plant or the edible, typically red, fruit which it bears. Originating in South America, the tomato was spread around the world following the Spanish colonization of the Americas, and its many varieties are now widely grown, often in greenhouses in cooler...
instead of a torch, as well as the jingle containing the catch phrase "Hey, budda boom budda bing".
It has over 100 locations in Canada as well as some in the United States.
History
In 1980 three entrepreneurs from Sudbury, Ontario
Ontario
Ontario is a province of Canada, located in east-central Canada. It is Canada's most populous province and second largest in total area. It is home to the nation's most populous city, Toronto, and the nation's capital, Ottawa....
, Canada opened the first Casey’s Restaurant. The restaurant’s success prompted the opening of a second location in Elliot Lake, Ontario. The company moved to Burlington
Burlington, Ontario
Burlington , is a city located in Halton Region at the western end of Lake Ontario. Burlington is part of the Greater Toronto Area, and is also included in the Hamilton Census Metropolitan Area. Physically, Burlington lies between the north shore of Lake Ontario and the Niagara Escarpment...
and introduced a fourth partner. The Casey’s brand was developed through the company name of Yesac Creative Foods. In 1982, the first Pat & Mario’s Restaurant was opened in Whitby
Whitby, Ontario
Whitby is a town in Durham Region. Whitby is located in Southern Ontario east of Toronto on the north shore of Lake Ontario, and is home to the headquarters of Durham Region...
, Ontario. The objective was to establish a takeout pizza and pasta business. The venture was successful and the Pat & Mario’s chain expanded into the North York area, as well as Florida
Florida
Florida is a state in the southeastern United States, located on the nation's Atlantic and Gulf coasts. It is bordered to the west by the Gulf of Mexico, to the north by Alabama and Georgia and to the east by the Atlantic Ocean. With a population of 18,801,310 as measured by the 2010 census, it...
, U.S.A.
The first East Side Mario’s restaurant was developed and built in Aventura Mall
Aventura Mall
The Aventura Mall is an upscale super-regional shopping mall in Aventura, Florida, a northern suburb of Miami. It is the largest conventional shopping mall in Florida, having a gross leasable area of , and is the fifth largest shopping center in the United States. The mall has three floors of...
in Miami, U.S.A. To expand the business on both sides of the border, it was necessary for Yesac to raise capital
Capital (economics)
In economics, capital, capital goods, or real capital refers to already-produced durable goods used in production of goods or services. The capital goods are not significantly consumed, though they may depreciate in the production process...
. To do so, the collective brands of Casey’s, East Side Mario’s and Pat & Mario’s were sold to the Prime Restaurants holding company in August 1989. Prime Restaurants has become a major force in the current Canadian restaurant industry largely in part from this acquisition. By 1993, Prime Restaurants had expanded East Side Mario’s throughout the United States through an American subsidiary. Due to the high potential of this restaurant chain, the American subsidiary was later purchased by Pizza Hut
Pizza Hut
Pizza Hut is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including pasta, buffalo wings, breadsticks, and garlic bread....
and Prime Restaurants retained exclusive rights to the Canadian trademarks
Trademark
A trademark, trade mark, or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or...
. As of February 2000, Prime Restaurants has re-acquired global trademark rights to East Side Mario’s Restaurants Inc. On July 22, 2002, the parent company made an initial public offer
Initial public offering
An initial public offering or stock market launch, is the first sale of stock by a private company to the public. It can be used by either small or large companies to raise expansion capital and become publicly traded enterprises...
for the Prime Restaurant Royalty Income Fund, allowing for public investing into the brand. Currently, management retains 25% ownership under the company Prime Restaurant Holdings Inc.
Franchise
East Side Mario’s website shares a list of brand promises to be carried out across the chain. These include creating a fun atmosphere, maintaining value & quality, family-focused service, and being involved as an important part of the neighbourhood.The menu primarily offers traditional Italian-American dishes, with an emphasis on pastas
Pasta
Pasta is a staple food of traditional Italian cuisine, now of worldwide renown. It takes the form of unleavened dough, made in Italy, mostly of durum wheat , water and sometimes eggs. Pasta comes in a variety of different shapes that serve for both decoration and to act as a carrier for the...
as well as classic entrees such as steak and chicken. The interior design is styled after New York Italian eateries of the mid 20th century. In 2008, East Side Mario’s revamped their franchise design and menu. The new menu had a healthier focus, promising that no artificial trans fats
Trans fat
Trans fat is the common name for unsaturated fat with trans-isomer fatty acid. Because the term refers to the configuration of a double carbon-carbon bond, trans fats are sometimes monounsaturated or polyunsaturated, but never saturated....
and fresher ingredients were to be used. Their restaurants received an updated look, mixing styles from the Old World Italy
Italy
Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...
with the more contemporary North America
North America
North America is a continent wholly within the Northern Hemisphere and almost wholly within the Western Hemisphere. It is also considered a northern subcontinent of the Americas...
n Little Italy
Little Italy, Manhattan
Little Italy is a neighborhood in lower Manhattan, New York City, once known for its large population of Italians. Today the neighborhood of Little Italy consists of Italian stores and restaurants.-Historical area:...
. The logo also changed; a red tomato replaced the established figure of the Statue of Liberty. Commenting on the renovations, Vice President Bernie Dryer said: “This makeover is designed to contemporize the East Side Mario’s experience and give our restaurants an approachable, affable personality focused on great Italian cooking.”
Advertising & Marketing
Budweiser
Budweiser is a German adjective describing something or someone from the city of České Budějovice in Southern Bohemia, Czech Republic.Beer brewing in České Budějovice dates back to the 13th century...
. In 2010, East Side Mario’s took advantage of the FIFA World Cup
FIFA World Cup
The FIFA World Cup, often simply the World Cup, is an international association football competition contested by the senior men's national teams of the members of Fédération Internationale de Football Association , the sport's global governing body...
and launched a campaign, declaring itself as the “soccer headquarters”.
In January 2010, East Side Mario’s launched one of the largest 3 month long contests in Canadian casual dining history, the “Budda Boom Budda Ching” campaign. The contest totaled up to $10 million in prizes, and was created with support from East Side Mario’s marketing partners Endeavour Marketing, Endo Marketing, Ron Christie Communications and Cowan & Company. This campaign was launched in conjunction with an ongoing social media strategy in which East Side Mario's uses its presence on Facebook in an effort to raise awareness of promotions among consumers.
People are most familiar with the restaurant's long running jingle featuring the catch phrase: "Hey, budda boom budda bing". The song is demonstrated in the making-of video for the 2010 advertisement found on Youtube.
Charitable Work
East Side Mario’s has been a corporate sponsor of the Canadian Breast Cancer FoundationCanadian Breast Cancer Foundation
The Canadian Breast Cancer Foundation is a charitable organization which raises money to advance research, education, diagnosis and treatment of breast cancer. Established in 1986, it works to fund, support, and advocate for education and awareness programs, early diagnosis and treatment of breast...
in the past. In early May of 2010, it was the national family restaurant sponsor of the 2010 Canadian Breast Foundation CIBC "Run for the Cure" fund raising event. The partnership included in-house promotions to help raise awareness about breast cancer
Breast cancer
Breast cancer is cancer originating from breast tissue, most commonly from the inner lining of milk ducts or the lobules that supply the ducts with milk. Cancers originating from ducts are known as ductal carcinomas; those originating from lobules are known as lobular carcinomas...
. John Verdon, Vice President for Marketing, had this to say regarding the campaign: “East Side Mario’s commitment to the neighbourhoods and families we serve extends well beyond providing a great dining experience full of value, variety and fun. Most of our restaurants are family owned and our focus is on moms and family, so partnering with a leading charity like the Canadian Breast Cancer Foundation, that’s making a significant difference in the lives of many Canadian families, was an easy choice.”
East Side Mario's has also provided corporate sponsorship of Camp Oochigeas, a volunteer-run and privately funded organization working out of Toronto, Ontario which provides a summer camp experience for children with cancer.
Achievements/Awards
East Side Mario’s has been recognized for its success in the past. It has appeared on Canada's 50 Best Managed Private Companies consistently since 2000. A list of awards and achievements include:- Readers' Choice Award 2006
- Entrepreneur of Year 2003
- Board of Trade (Mississauga, Ontario) - Outstanding Business Achievement Award, Large Business of The Year
- Ontario Restaurant News Restaurateur of the Year
- Ontario Hostelry Institute Food Service Chain Operator
- Pinnacle Award - Restaurant Company of the Year