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Vintage Toronto Ads: Try a Little Tenderness

2007_04_01winco.jpg
The 1960s and 1970s saw family dining restaurant chains explode across North America. Chains such as Steak n’ Burger took staples of diners and greasy spoons and used cleanliness, low prices and conformity to draw in hungry families.
You have all the components of the old-school low-end steak dinner: a bowl of iceberg lettuce with no fresh-ground pepper or sun-dried tomato vinaigrette in sight, a baked potato with a huge pat of butter; a steak that has never known the words “Angus” or “certified aged”, a toasted supermarket roll that takes up a third of the plate, tomato juice (because a bloody piece of meat deserves a bloody accompaniment) and coffee in a cup a university student’s cupboard or Value Village store would love. Not sure how common strawberry shortcake was at this style of restaurant, but hopefully the sponge cake had some spring left in it.
When this ad appeared, Steak n’ Burger had just been acquired by Cara Operations, who added Harvey’s and Swiss Chalet to its portfolio within a year. The chain gradually faded away, as the market for franchised family dining moved towards bar & grill-style restaurants that didn’t include tomato juice as a side dish.
Can you still find tenderness after a rough rush hour commute at their locations along the subway? Check the current state of these addresses:
173 Bay St – building replaced by the main entrance off Bay to BCE Place. Not quite as historic as the 1885 Bank of Montreal building or other buildings incorporated into the complex.
77 King St E. – address no longer appears to exist. There is a vacant space at 75 which looks large enough to have housed a restaurant, while 79 is home to Uno Spanish Services.
323 Yonge St – building demolished, address looks like it will be buried in the Metropolis development at Dundas St.
772 Yonge St – now the Yonge-Bloor branch of Le Chateau. Do leather jackets count as a connection to this location’s cow by-product past?
1427 Yonge St – the only one of the subway-accessible locations still serving food, as the Jester Pub.
2287 Yonge St – not a restaurant, but still in the food business as the Yonge-Eglinton branch of Kitchen Stuff Plus.
240 Bloor St W. – recently demolished to make way for the One Bedford condo tower.
Source: Toronto Blue Jays Scorebook Magazine, Vol 1 No 17, 1977

Comments

  • Stephanie Hart

    I love these posts. I’m willing to bet that the salad had Kraft’s Catalina dressing on it. I wonder if they still make that…

  • Jamie Bradburn

    I know Stateside you can still find it, or least Catalina store-brand knockoffs (“California” or “California French” dressing). Seem to remember my parents going through a lot of bottles of Catalina, then suddenly fancier types of dressing took over. Definitely ideal for a retro dinner party!

  • http://undefined Janet

    I was working at Steak n’ Burger when these ads came out. Thank you so much for posting this and bringing back some amazing memories!

  • http://ca.linkedin.com/in/jasonhurlbut Jason Hurlbut

    My dad and his 2 partners founded the Steak n’ Burger and its great to see this old ad. Your facts are mostly correct although there wasn’t a better steak available than what you see in the picture. The beef was actually “aged” although that marketing of same wasn’t needed at the time. Interestingly, Vaunclair Meats which was also owned by Winco Steak n’ Burger was the first purveyor to bring “Certified Black Angus” beef to Canada. The first Steak n’ Burger restaurant (based on the Steak n’ Burger Room in the Brass Rail Tavern in London, Ontario – no not “that” Brass Rail) opened December 1958 and was lined up all the way up Yonge Street and around the corner onto Bloor on opening day. The reason the chain grew to over 50 restaurants was because of the attention to detail for fresh and top quality food while keeping prices low. The dishes you see still exist at our cottage today…. you can’t beat heavy duty functional stuff!
    Thanks for writing about this and sorry I didn’t see it until my brother found it 5 years later.

  • http://www.facebook.com/Rockybudgeboa Leslie M. Bliman-Kuretzky

    I MISS this restaurant and above dinner which was known as the Spud Burger special