NICKELS TO PUT A FIRM FOOT IN ONTARIO MARKET
By Adnews Staff
Montreal-based Nickels Restaurant plans to open 14 Toronto outlets over the next 18 months. The company already opened one in the city last week. The restaurants will be promoted using local newspaper and radio advertising, but once it has five or six Toronto area restaurants in place, Nickels will move into TV advertising as well, marketing and operations vice-president Peter Mammas told Adnews yesterday. Advertising for Nickels is done by Generation Pub of Montreal. The restaurant chain sports a 50s theme and offers a varied menu that includes pasta, pizza, chicken, fish and meat. Nickels already operates 32 restaurants in Quebec, as well as outlets in Kingston, Ottawa and Cornwall, all in Ontario. In addition, it plans to open two restaurants in Florida in the next few weeks. Nickels is owned by four partners including singing sensation Celine Dion.