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Moxie

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Moxie’s Classic Grill operates more than 55 premium casual restaurants in five provinces with yearly system sales over $200 million. Founded in Calgary in 1986, Moxie’s today operates Company and Franchise locations in British Columbia, Alberta, Saskatchewan, Manitoba, and Ontario. The brand’s heightened popularity is fueling new expansion from Atlantic Canada and Quebec to Vancouver Island. Moxie’s focuses on superior food quality, exceptional service and prices that represent great value for guests. The Company’s dynamic offering appeals to a plethora of audiences including business professionals, families, students and couples. The Moxie’s atmosphere provides an upscale casual dining experience that has been neglected by most major sit-down restaurant groups. The upscale ‘non-themed’ approach, coupled with superior quality food offerings and service, has proven to be highly successful. Moxie’s is a GE capital approved restaurant chain. This approval is reflective of the Company’s prudent fiscal and operational policies that position it for strategic and managed growth. Moxie’s restaurants average approximately 225 seats and are open seven days a week for lunch and dinner, late night dining, and Sunday brunch. All Moxie’s locations provide full liquor service. Of course, none of the Company’s success would be possible without people.
MOXIE’S MANTRA What makes Moxie’s unique and different from others? At Moxie’s we believe our most strategic competitive advantage is the Company’s culture. Our culture is built on the foundation of great people serving fabulous fresh food in an upbeat and stylish environment. Our team members, managers, Home Office and Franchisees are committed to this philosophy. Smart. Real. Full of Life. The SMART cornerstone is focused on today’s savvy market. To secure a leading position in this marketplace requires not only a commitment to excellence, but also the drive to constantly change the Company’s offering. At Moxie’s, we monitor trends and regularly update the Company’s products to maintain a strategic advantage over competitors. Our guests have come to expect that not only will Moxie’s delight them with superb service and products, but we will surprise them with ongoing refinements and new additions of the offering. Our quality, value, décor, product presentation and people speak to the high standard required to exceed the expectations of the marketplace. And, we package this with intelligent, high energy branding that is relevant for today’s modern and informed customer. The REAL cornerstone at Moxie’s captures our relationship with each of the following groups of stakeholders. Employees. We recognize that to run the best casual restaurants, we need the best leaders and team members operating each Moxie’s Classic Grill. To this end, our mandate is to strive to be the employer of choice, an individuals first choice for employment in the restaurant industry. Guests. At Moxie’s, it is our primary goal to provide a positive experience for each one of our guests. From our freshly prepared food to our guest focused service we continually strive to maintain and improve our guests’ experiences. With this in mind, every aspect of our menu offering is carefully designed to offer meaningful choice.Corporate and Franchise Stakeholders. At a fundamental level, our primary goal is a high level of long-term restaurant profit. This is why, at Moxie’s, we constantly review and refine our offering to optimize our relevance in the market. Also, our management systems position us to maximize the profit potential of our sales. The FULL OF LIFE cornerstone is the essence of the hospitality industry. By definition,the purpose of this industry is to help guests enjoy themselves. Each program Moxie’s undertakes is designed to inject style, energy and fun into the Company’s food, drinks, décor and branding. Moreover, FULL OF LIFE speaks to the Company’s orientation. We are fast paced and action-oriented, moving quickly to seize the leading position as the market changes and new opportunities become available.

Calgary, AB-based MOXIE’S CLASSIC GRILL (founded 1986) has increased by 3 units for the Moxie’s Classic Grill concept, from 60 to 63 (5% concept growth). The company also operates Chop (6) and Shark Club (8). Overall company increase was from 74 to 77 (4% growth). The restaurants are family/casual, open for lunch and dinner. Cuisine is American, with a per person check average of $10-$30. The concepts have full bar and seating for about 225. Catering is available. Locations are franchised and trade in AB, BC, MB, NS, ON, and SK. Franchise
General Info
- established 1986 in Calgary
- 45 units in Canada
- planning expansion in Ontario and B.C. and eventually the Maritimes and Quebec
Conditions
- initial franchise fee $50,000
- equipment/site cost $2.1 million
- total costs $1.95 million
- royalty fee 5%
- advertising fee 2%
Service And Support
- advertising/marketing
- design/site location
- financial assistance
- lease negotiation
- staff training
- supplies/purchasing
Moxie's Grill & Bar is proud to announce that the former Executive Chef at the renowned Beverly Hills Hotel, Chef Alex Chen, resigned his exclusive position to return to Canada in the role of Moxie's Culinary Architect. Chef Chen had been the Executive Chef at the Beverly Hills Hotel for the past six years.
"Passion and attention to detail is the reason we hired Chef Chen," said Moxie's President Laurids Skaarup. "
"Canadian consumers are more informed and discerning then ever before. They are also a new generation of guest that are savvy, and they want high quality food experiences without paying ridiculous prices," Skaarup continued. "Although Alex has worked at some of the most recognized and prestigious restaurants in North America, he is a perfect fit for Moxie's because, at his core, he believes great food experiences are part of the fabric of our culture. He also believes that food, at its highest form, should not be reserved for fine dining. Rather, it is an inclusive and shared experience for all and not just an elite few. Moxie's shares this belief, and we also believe this is big reason why the casual dining category has resonated with Canadians and has emerged as such a meaningful part of dining out in Canada."
In his new role, Chef Chen will support menu development and help steer Moxie's culinary training to its over 5,000 team members. He will also concentrate on developing inspired new dishes while focusing on continuous improvements to current menu favourites.
Chef Chen built his strong culinary foundation by studying culinary arts at Vancouver Community College in British Columbia, Canada, graduating with distinction and certification in 1999. Throughout his culinary career, Chef Chen has participated in numerous culinary competitions where he consistently placed first, a testament to his culinary talent.

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