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Sassafraz Pokes Fun Back At Torontoist

By Marc Lostracco

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When Yorkville celeb haunt Sassafraz burned on December 13, Torontoist posted photos of the fire (and the following day’s aftermath), which brought much reader disdain for the restaurant—mainly for its overpriced drinks and see-and-be-seen attitude. While reconstruction is underway (and Lamborghinis temporarily parked further down Cumberland), some of our readers’ comments have found their way prominently onto the scaffolding.
With a missive from owners Zoran and Vasko Kocovski promising “We hear you, Toronto,” Sassafraz is poking fun at its carefully cultivated image with the same putdowns that appeared on Torontoist (also with a quote from Citynoise.org, Lawbuzz.ca and BlogTO.com). So, we’ll thank Sassafraz for the free advertising while they rebuild, and we’ll be stopping in for that complimentary martini once they’re up and running again in September.
More photos of the signage after the jump.


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Comments

  • David Topping

    I thought the incorporation of quotations was intended to be snarky, but their website’s attitude is kinda cute:

    Since the fire we have spent a great deal of time re-thinking Sassafraz. We’ve listened to feedback from customers, staff, the community and even our critics. We are rebuilding Sassafraz with a new perspective and we want people to know that we gained that perspective from the Toronto community.

  • guest

    Awesome!

  • fantasygoat

    That’s pretty cool. I like it!

  • rek

    The most recent comment in the previous Sassafraz article is kind of interesting, I wonder if there’s any truth to it.
    I have to wonder what “we’re listening” even means. A maximum yuppie occupancy policy?

  • joeclark

    Jesus, that’s shitty type. Friends don’t let Windows users “design” billboards.

  • jordanG

    I guess Sassafraz must have come to terms with their miserable reputation in the city as a quality eatery and the fire was their wakeup call. I admire their guts to fess up by poking fun at themselves and using this unique approach as a springboard for communication.
    I did notice on their website that they are being very specific about their new hiring practices. Speaking from first hand experience, they had some real substandard wait-staff working for them.
    We’ll have wait to see if real changes are made when they re-open.

  • paigesix

    Aww I think it’s cute. We need Adrian and his Adorable Files for times like this!

  • guest

    Hey, where’s your copyeditor? Shouldn’t it be “We hear you[,] Toronto” ?

  • guest

    Interesting, too bad they have an idiot interviewing everyone
    The signs mean nothing…they are hiring only stuck people yet again, no one real and more concerned with being SEEN then caring to get GOOD employees!

  • guest

    I know for a fact that they have a new standards system and the hiring is being left up to an independent HR company. You must be a real loser if you are the wonderful employee you say you are and still can’t get hired. Ever think that maybe, it’s you? How brain dead do you have to be to see they are re-opening with a new slate and are purposely going to hire inept staff? If you are not being re-hired it’s probably because you already had your chance with them and blew it, or you’re a dumpy old hag.

  • Marc Lostracco

    I spoke to the Sassafraz owners last night about the hiring, and they’ve rehired some of their key staff, but have contacted an independent HR company for the new employees so they can ensure an objective, merit-based approach.
    On a side note, the prime VIP table in the renovated restaurant has a suggested $100 surcharge that will be donated to the Canadian Fallen Firefighters Association as a token of appreciation to the work of Toronto Fire Services.

  • guest

    There seems to be a lot of activity down there, but when I asked if they would be open for TIFF they couldn’t confirm.
    One of the news articles quotes them saying it was more important for them to open right than to be on time for TIFF. It also said they are waiting for some final permits from the city.
    I like the idea of the VIP raising money for the Firefighter’s charity.

  • guest

    Re:Posting [5] That “shitty type” to which you refer is Helvetica, one of the most widely used and liked fonts in the world. It has nothing to do with Mac or PC as the font was designed before computers were used for typesetting. Helvetica just celebrated it’s 50th birthday.

  • jordanG

    I was in Yorkville on Saturday night and they were actually open and serving food! I tried to go in, but it was a private event. I guess technically they did ‘re-open’ on time for TIFF. Has anyone heard when the re-opening for the public will be?