MORTON'S MOVES NORTH OF BORDER, LOOKING FOR AGENCY
By Adnews Staff
Morton's of Chicago steak restaurant is making its first foray into the Canadian market next month and plans to hire an agency to help promote the outlet, executive vice-president Thomas Baldwin told Adnews last week. The company is currently in discussions with agencies and will make a decision within the next couple of weeks. Morton's plans to promote itself in Canada using print ads and PR. The first Canadian location will be in downtown Toronto. Morton's plans to open multiple restaurants in major Canadian cities. Currently, it operates 40 restaurants in the U.S. and one in Singapore. Morton's specializes in serving large steaks, fresh fish, lobsters, veal and chicken entrees. Its menu includes such items as a 24-ounce porterhouse steak, a 20-ounce New York sirloin and a 48-ounce porterhouse. The restaurants feature dark woods, subdued lighting, white tablecloths, photos of celebrities and LeRoy Neiman serigraphs and prints. In addition, there will be private dining and meeting rooms accommodating groups of 10 or more.