Whereas nibbling on a seafood platter at Earls Kitchen + Bar in West Vancouver this week, a pal advised me a comic story that can probably resonate with many shoppers.
Simply earlier than Christmas, she made plans to fulfill up with colleagues for after-work drinks. Some had been working from dwelling on the time in order that they determined to go to Cactus Membership on the North Shore, the place all of them stay. With out occupied with it an excessive amount of, my pal got here right here – to the ethereal, modernist, waterfront Earls on Ambleside Seashore – sat down at a desk and made herself comfy.
“The place are you?” she texted to her colleagues.
“We’re on the bar,” they texted again. “The place are you?”
She was on the improper restaurant. “It was so embarrassing,” she laughed as we slurped icy, cleanly shucked Kusshi oysters with yuzu mignonette. “However I’m certain it’s a typical mistake. In my thoughts, Earls and Cactus Membership are the identical factor.”
The Cactus Membership doesn’t have oysters (nor does the Earls in Kamloops). However the Cactus Membership sushi is 10 occasions higher than the horrible, shockingly chilly, hard-packed prawn roll on this platter. And the seared-yellowtail tuna at Joey Eating places, one other sibling chain, might be the most effective Japanese fusion dish within the bunch.
Wouldn’t it’s good, from a buyer perspective, if we may have all of them on the identical platter? And isn’t it time, now that the Fuller household has acquired management of all three restaurant teams, to surrender the charade of competitors amongst this oddly associated enterprise triangle?
The Fuller brothers (Stan, Jeff, Stewart and Clay), who personal the Earls and Joey chains, might be assuming full possession of the Cactus Membership Cafe. This was big information when it was introduced final week – Earls and Cactus Membership are the most important restaurant model names in Western Canada – however not shocking.
The Fullers have been a silent companion within the Cactus Membership because it was based by Richard Jaffray and Scott Morison (two former Earls staff) in 1988. When Mr. Jaffray and Mr. Morison (now chairman and CEO of Browns Restaurant Group) parted methods, the Fullers turned the bulk stakeholder.
For the previous few years, they’ve been embroiled in a bitter authorized battle with Mr. Jaffray, who claimed that the Fullers transferred Cactus Membership shares amongst family members with out giving him correct discover of the deal and had been utilizing Cactus Membership’s confidential monetary info to provide an unfair benefit to Joeys. The connection turned so acrimonious that the Fullers countersued in 2019, alleging that Mr. Jaffray has misused restaurant funds on non-public jets and artwork for his dwelling and referred to as for the corporate that runsCorCactus Membership to be fully dissolved.
The latest transaction, triggered by a shotgun clause initiated by Mr. Jaffray (who was making an attempt to purchase out the Fullers), might be accomplished on March 2 when he steps down as president.
This flip of occasions have to be devastating for Mr. Jaffray, who ought to be acknowledged as the one that categorically elevated your entire informal fine-dining sector when, in a stroke of genius, he employed Rob Feenie in 2008 – then one of the celebrated cooks in all of Canada. Inside a yr, Cactus Membership remodeled from a kitschy restaurant for aspirational youngsters right into a critical market chief with superb meals.
(Mr. Feenie, by the way in which, mentioned final fall that he was already on the way in which out and might be opening his personal restaurant subsequent yr.)
However the reality is, the three eating places aren’t all that totally different today – and none are nearly as good as they might be.
Earls was definitely influential in its early days, particularly within the methods it launched Canadian diners to varied world cuisines. It pioneered the celeb chef method, with restricted success, when it employed Michael Noble, in 2004, to steer product growth – remotely from Calgary. And it led the nationwide growth of our West Coast-incubated fashion of chain restaurant when it opened in Toronto’s monetary district, which paved the way in which for Cactus Membership’s subsequent success.
However Earls’ culinary prowess has been waning in recent times. And I can say that with authority, not simply as a critic, however as a journalist who shadowed its take a look at kitchen for a full yr for a function story in Vancouver Journal.
A few of its subsequent menu methods, together with the public-relations fiasco when it determined to show its again on its dwelling province and cease utilizing Alberta beef, have boggled my thoughts. And why is it nonetheless serving up oily, stodgy Hunan Kung Pao hen – a dish launched on Earls menus within the eighties – subsequent to lobster tails on seafood platters in West Vancouver?
Cactus Membership, regardless of its glowing status, additionally comes up brief on so many fronts. Final weekend, I went for dinner at Coal Harbour. It’s a spectacular restaurant in the summertime, when the waterside wall of home windows is rolled open and the solar units on float planes touchdown within the harbour. In the dead of night days of winter, the cavernous environs are much less spectacular. The whisky sours, larded with angostura bitters by a heavy-handed bartender who will need to have thought he was making latte artwork, had been undrinkable. And the eight-ounce Angus striploin with pernod peppercorn demi-glace, was so poorly executed (boiled in a sous-vide bag with out a whisper of char) it tasted like a silky slice of tuna sashimi.
Mr. Jaffray was proper to fret about upstart Joey. As soon as upon a time, Joey Tomatoes (because it was beforehand referred to as) was maybe infamously recognized for forcing its managers to take Landmark Discussion board programs on self enchancment. However it’s come a great distance. Of all three eating places within the Fuller household holdings, its meals is at present the most effective.
I went to the brand new North Vancouver Shipyards location in February of 2020, simply earlier than eating places in B.C. had been closed down by public well being orders, and didn’t find yourself reviewing it. However the brand new menus designed by government culinary director Matthew Stowe (a former product growth chef at Cactus Membership) are nice – particularly the Massive Mac-inspired sliders royale and spicy Korean fried cauliflower.
Which is all to say, every of those three restaurant teams has its benefits. Mixed, they might be nice. However what a waste of assets in the event that they maintain pretending to compete. Their prospects deserve higher. And within the phrases of the late Bus Fuller, who based the primary Earls in Edmonton in 1982, “the client all the time comes first.”
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