
Well I wasn't planning to attend the opening of the new Joey at the Eaton Centre, but as I walked by in my grubby clothes, not so fresh from an all-day bus trip and an unsuccessful shopping expedition at Canadian Tire, I became aware of wide-open windows from which were issuing the sounds of clinking glasses and animated chatter – not to mention a considerable flock of foodie friends clinking and chattering away. So I changed my plans and marched in, grubby clothes and all, and am now able to report on a venue I didn't really expect to be so taken by.
The story so far: Joey is a mainly western Canadian chain operation that opened its first Toronto location at the Shops at Don Mills in September 2009. I wrote about that launch at the time, and also interviewed Executive Chef Chris Mills.
The Joey experience is slick and sparkly. The food is a snappy mix of various cuisines (butter chicken and burgers, sushi and spaghetti); the serving staff would not look out of place at the Victoria's Secret fashion show, and the cocktails are of the no-holds-barred variety. Which is to say: I don't think I fall into their target demographic.
Now, any slightly upscale Toronto restaurant faces a big challenge; there are so many great meals to be had here for $10 to $15, especially so if you're talking about Italian, Chinese, South Asian, Japanese, Middle Eastern or African cuisines. So, to be honest, at the price point (burgers about $15, pastas $17 to $20, steaks $23 to $35), I would be unlikely to visit Joey for the food alone. I'm not much of a cocktail drinker, either. But...
...picture the room above filled with happy, excited people having a really good time. Then imagine that you're sitting in a big banquette next to a huge open window with bustling Yonge and Dundas unfolding right in front of you. Toss some genuinely tasty Bombay Butter Chicken or a well-handled steak into the mix, with maybe a premium Canadian beer ($6.25) or something from the well chosen by-the-glass wine list (likely $10 to $20) or something indulgent from the cocktail menu ($6.49 to $10.99), and you're probably paying somewhere between $20 and $45 (plus tax and tip) for a genuinely entertaining urban experience.
I was also more than a little impressed by a brief conversation with one of the young women recently hired as a server; she was transparently happy to be working there and praised the organization warmly for its professionalism, especially in regard to the training she had been given about the food.
So if you should spot me through that big window one day as you're leaving Canadian Tire, and I'm snacking on a Panang Prawn Curry Bowl and sipping a deliciously dark, fizzy, orange Aperol Spritz, don't be all that surprised.

















