Moxies has recently opened its fourth location in Edmonton and has plans to open between 15 to 18 stores within the next three years. Under a new design concept, the new Edmonton location will serve as a flagship restaurant, which will be copied to existing and new locations moving forward.
“We are thrilled to bring a stylish setting and easy sophistication to the Edmonton market, and to continue to deliver on what we are known for across the brand – exceptional hospitality and unforgettable dining experiences. Our expansion plans reflect our commitment to growth and innovation, aiming to open 15 to 18 new locations over the next three years and renovate existing ones to align with our modern design aesthetic,” says Joanne Forrester, President and COO at Moxies.
“Bright and refreshing interior”
The new location is in South Edmonton Common and consumers can expect an elevated dining experience with its new designs. Compared to other locations, this restaurant has a brighter and refreshing interior with indoor greenery, neutral colours, and gold accents.
The restaurant, which is 8,200 square feet, seats 290 people and includes several dining areas, a lounge, a bar, an all-season patio, and the space can host private events for up to 100 people. The new concept does not only enhance its look, but also enhances comfort and function.
“Our new South Edmonton Common location is a flagship for Moxies, showcasing our commitment to a modern, upscale dining experience. This location is truly special because it integrates our brand’s new design aesthetic with practical functionality and is designed to provide an exceptional dining experience whether you are here for a casual meal, a special event, or just to enjoy a drink on the patio.”
Spreading roots: Moxies growth plans
Over the next three years, Forrester says the company is planning on opening between 15 to 18 new locations across North America. While one-third of these new locations will be in Canada, focusing on areas in Ontario and Vancouver, a majority of these locations will be in the United States.
“We are excited to expand our footprint across North America. Our focus is on securing real estate and creating flagship locations that embody our new design aesthetic. We are targeting premium locations, with a mix of one-third in Canada, focusing on Ontario and Vancouver, and two-thirds in the United States. We are aiming to offer upscale buildings with modern designs, ensuring each new restaurant provides an exceptional dining experience and enhances the local community.”
Forrester says Moxies will be searching for locations that offer high visibility, accessibility, in busy retail spots, and locations that offer a patio: “Having a patio is a key element for us as it enhances the dining experience and aligns with our brand’s focus on creating inviting and versatile spaces.”
Along with its prime targets, Forrester says Moxies is interested in entering new markets such as Charlottetown and Fredericton and will also be opening a flagship location in Calgary which already has four locations.
Fresh looks: Moxies makeover
As Moxies has a new design, it will be renovating locations across Canada to reflect the new concept. The renovation plans are taking place now and will be for the next two and a half years.
“Our goal is to renovate all of our locations to our new look over the next two and a half years. We have already started with several key locations, including Vaughan, Ottawa, Calgary, Prince George, and Toronto and we are excited to reopen our Regina location in September after a full gut renovation.”
Just like the new Edmonton location, consumers can expect a more modern, bright, and inviting environment with the renovations as it will feature updated interiors and new design elements such as indoor greenery and a variety of dining spaces. Forrester says the updated look and feel are expected to attract more guests and improve loyalty by providing “exceptional and contemporary dining experiences across all Moxies locations.”
“For me, the goal is that there is not a bad seat in the house. Everywhere you sit in our restaurant has some interesting feature, whether it is through local artwork, views, or the overall ambiance. It is also about creating a more open and inviting floor plan, with flexible seating for large groups, handcrafted food made daily in-house, and an overall experience that meets and exceeds guests expectations.”
To keep up on trends in the kitchen, Forrester says Moxies uses its two test kitchens to innovate new food and beverage options and the company also organizes culinary tours and looks globally for inspiration to keep the menu fresh and exciting. The restaurant also will continue to evolve and innovate by actively listening to guests.
“We are always inspired by global trends and what is happening in the marketplace. By running contests, organizing culinary tours, and utilizing our test kitchens, we ensure our menu stays fresh and exciting. Listening to our guests is key to our innovation strategy and we are committed to exceeding expectations with every visit.”
