6 always more online @ eatdrinkmag.net issue eleven ? summer 2008 RESTAURANTS
Fresh Garlic
Chef Wade Fitzgerald and
Garlic's of London
By Bryan Lavery Knowing how some people feel about garlic, 15 years ago it seemed an odd choice as a name for a restaurant. Conversely, Garlic's made an indelible impression as both a declaration and a celebration of garlic as an ingredient, a flavouring and a symbol of potency. Many perceive that garlic has an overwhelming flavour and is not for the faint of heart. Yet Garlic's soon became a dependable, recognizable brand to London diners. There is little doubt now that the garlic theme was inspired. It became the common thread that bound the restaurant together as well as a key ingredient that led to the restaurant's success. The name of a restaurant is among the most important of marketing considerations. Would clients be alienated by having the "stinking rose" of the kitchen as the restaurant's symbol and public image? As it turns out, this was an intentional and well researched concept. Garlic's of London's gracious and knowledgeable Customer Service Manager Emma Pratt recently verified this bit of local restaurant lore. The Business 257 course from the Ivey Business School at the University of Western Ontario, a well established foundation of post-secondary business education, includes an integral group project. Students apply their knowledge of financial, marketing, operations and business management by creating a fictitious business. Sometimes these projects, such as Garlic's, go on to be implemented in the real world. Business student Kathy Burns, encouraged by a business school advisor, took the Garlic's idea forward and opened the restaurant. In its infancy, Garlic's was Richmond Street's foray into a trendier, more accessible style of dining. With large windows that frame diners, the window tables are the A London institution for 15 years, Garlic's of London took a fresh approach with the hiring of Chef Wade Fitzgerald. While garlic is still a mainstay, local seasonal fare is the order of the day. Photo courtesy Jerry Vrabec, Custom Art Metal Work
