Winterlicious

Every February for the past seven years, Winterlicious, a two-week long reduced-priced dining event takes place at participating Toronto restaurants.

For many people, this is an opportunity to experience fine dining for a fraction of the normal price. Lunch prices range from $15-30, while dinner prices are $25-$45 for a three-course meal.
Started in 2003, Winterlicious spawned out of the annual award-winning WinterCity celebrations. It was initiated by Toronto Special Events to promote Toronto’s hospitality industry, showcase Toronto’s diverse cuisine, restaurants, and chefs, and also to create an incentive for tourists and residents to dine out to generate the local economy.

From the organizers’ point of view, things are looking good. “Response has been tremendous from both the restaurants and the consumer. Winterlicious has grown from 36 restaurants in 2003 to 150 restaurants in 2009”, says Eirine Papaioannou, the Partnership Supervisor in the Cultural Services Department for the City of Toronto.

However, is the popularity of the event too much of a good thing?

Toronto Life Magazine compares the dining event to a sporting competition. Writer Catherine Hayday writes “we recommend treating [Winterlicious] less like a relaxing evening and more like a two-week sport with such events as ‘spot the regular dish on the Winterlicious menus’ and ‘dodge the filler’”.

With so many people racing with you to book a reservation the popular restaurants, participating in Winterlicious could feel stressful and unpleasant. The restaurants are usually very busy, and sometimes, they cannot handle the extra business, thus leading to a less-than-enjoyable dining experience for the patron. “I had a reservation for 9:15 at Atelier Thuet last night and didn't get seated at a proper table until around 10:30.” says one restaurant goer.

According to Vicky Peters, a writer for the Torontoist, a popular blog about goings and happenings in Toronto; most restaurant staff hate Winterlicious because of the extra work they have to do. The increased volume of the customers makes it very hard to keep track of orders, and it becomes a burden to the wait staff.

Food quality is also compromised, the lower cost of the prix-fixe menu forces restaurants to serve smaller portions and use lower grade product so that the restaurant’s budget will be met.

“It really depends on where you go.” says Robin Hung, a university student who likes the deals during this event. He recalls having a positive experience at one restaurant, but was disappointed at another during the Winterlicious event last year.

However, despite such mixed reviews, and the extra weight on staff, Vijay Karumanchi, the restaurant owner of 5th Element, a Mediterranean restaurant, says that his restaurant would participate in Winterlicious “again and again”. “We get exposure to people. Once they take part in it, they want to come back.”