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culture

Vintage Toronto Ads: Hearth-y Dining

Comfort food staples at a suburban department store cafeteria.

Source: the Don Mills Mirror, November 13, 1963.

A menu full of cozy comfort foods for harried shoppers, kids tagging along, and managers from nearby industrial plants along Scarborough’s Golden Mile. That, at any rate, is who we imagine today’s ad—for the restaurant inside a Morgan’s department store—was targeting. While some of these old Toronto favourites linger on in diners and cafeterias, milk and crackers is nowhere to be found on menus at modern eateries, just as “smorgasbord” has given way to “buffet.” There are times when we wonder if bylaws existed in every municipality within Metro Toronto that obliged all dining establishments to serve roast beef with Yorkshire pudding and a salad plate incorporating cottage cheese.

Edited from an ad that appeared in the Toronto Star, August 22, 1963.

Opened on August 22, 1963, the Eglinton Square Morgan’s was the fourth Metro Toronto location since the chain entered the market in 1950, and the first since Hudson’s Bay Company took over the business in 1960. The event was marked by the arrival of store manager D.B. Murdy in a helicopter, which was promptly offered for sale after he disembarked. Besides choppers, the store also allowed customers to order “anything else possible and legal.” The Hearth was a second floor cafeteria that seated 150 and, according to the Star, was decorated with “six murals of early Toronto plus antiques such as flintlock rifles, copper kettles and spinning wheels.” For the convenience of drivers, a spiral parkade adjoined the store.

The store’s days as a Morgan’s were short-lived. The following year, management dropped the brand outside of Quebec and renamed the stores The Bay.

Additional material from the August 21, 1963 edition of the Toronto Star.

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