Moxies in Fort Lauderdale. | Photo courtesy of Moxies
Moxies, the Canada-based sit-down restaurant chain, is a bit hard to categorize.
It’s upscale, but stops short of fine dining. It doesn’t specialize in any one menu segment, like steak, Italian or seafood. It has TVs and a bar, but it’s not a sports bar. It’s intimate enough for a date night, but spacious enough for a group brunch.
It doesn’t fit neatly into one box. And that might be its biggest advantage.
“We fill that void between casual dining and fine dining, but we do it in a high-energy setting with a real incredible vibe,” said Joanne Forrester, Moxies president and COO. “In Canada, there are other premium concepts. But in the U.S., we just saw this massive white space. … There’s really nothing quite like it, in our minds.”
Moxies will turn 40 next year, and will soon open its 51st Canadian location. But it sees a huge opportunity in the U.S., where it currently has eight restaurants in five states and plans to open another seven over the next two years. That includes a flagship in Washington, D.C., operated by the chain’s former executive chef, Brandon Thordarson, opening next month.
It will grow mainly through franchising, both via Canadian partner Eatz Hospitality and with new operators.
The bar is a central element at Moxies. | Photo courtesy of Moxies
Founded in 1986, Moxies got its start in Calgary as a diner called Munchie’s. Before long, it switched to Moxies because the name had more panache, said Forrester, who joined in 2019 after more than 20 years at Canada-based Boston Pizza.
The concept itself went through several iterations over the years, and in 2014, Moxies fully reinvented itself from a family restaurant to a polished-casual concept. Two years later, it made its U.S. debut, in Dallas.
Moxies’ focus is on culinary excellence and hospitality. Its menu is scratch-made and diverse, featuring a large appetizer selection, salads, sandwiches, steaks and pasta, as well as a section dedicated to plant-based options. There’s also a lengthy wine list and a cocktail program.
The menu differs slightly from market to market to reflect local tastes. In Texas, there’s a bigger emphasis on steak, for instance, while the Boston menu highlights seafood with fresh oysters and crab cakes. In Miami, there’s a more robust cocktail program.
The U.S. menu shares some similarities with its Canadian counterpart, but is geared more toward American audiences. The presence of poutine is one of the few clues that Moxies comes from north of the border.
And some of Moxies’ most popular items in the U.S., such as a maple-glazed Brussels sprouts appetizer and a mushroom power bowl, will make their way to Canadian menus soon, Forrester said.
The patio at Moxies in Boston. | Photo courtesy of Moxies
Besides the food, the design of each restaurant is key to creating the atmosphere Moxies is going for. Horseshoe booths, copper finishes and large patios are signature elements. There are also TVs for watching sports, but they don’t dominate the space. Each location also offers private dining areas, as group bookings are core to Moxies’ business model.
“Sociability is such a big part of the brand,” Forrester said. “When we seat people for brunch, it will start out with four people, and all of a sudden it’s six, it’s eight. So you want the ability to have tables that can come together.”
Despite a tough restaurant market, upscale-casual chains with varied menus have been generally resilient. Cooper’s Hawk Winery, Firebirds Wood Fired Grill and True Food Kitchen all saw strong sales growth last year, according to Technomic.
Though none of those brands are exactly known for low prices, the overall experience and food quality they provide seems to be translating into value for consumers. And higher-income Americans have fared better during the recent economic downturn anyway.
At Moxies, “it’s just a different experience,” Forrester said. “You’re not just going out for dinner. It’s a real night out.”
She noted the premium, “Instagrammable” design of the restaurants themselves, as well as other points of engagement with customers. For instance, it’s not unusual for diners to be treated to samples of champagne or a new menu item while they wait for their food.
And for those who are looking to save some money, Moxies offers a weekday happy hour.
As for the chain’s long-term plans for the U.S., Forrester said “the runway is endless.” It has a road map built out to 100 locations, and is targeting major cities, with secondary and tertiary markets to follow. It is actively looking for new franchisees.
“The U.S. market has really embraced our brand and concept and the hospitality we bring,” Forrester said. “We are excited about the growth of opportunities that are there today. The ones we have coming and the ones that we’re still exploring.”
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