When Montreal export m:brgr set up shop on King Street earlier this year, owner Jeff Dichter wasn’t too worried about the heap of competition nearby (nowhere else offers a $100 burger, after all). But the restaurant’s Toronto location has apparently bit the dust. Food blog It All Starts With Butter reported its closure today, and although we were unable to get a hold of Dichter immediately, m:brgr wasn’t open for service today and its Toronto phone line appears disconnected.
M:brgr’s concept was certainly interesting. It offered a wide selection of toppings ranging from the standard (hot peppers) to the gourmet (truffle carpaccio), along with a slew of meat choices like AAA, organic, Kobe and tuna. Then of course, there was the PR tactic known as the $100 burger.
Is there a lesson to be learned here? Maybe it’s not so easy to jump onto a food craze at its peak. And maybe it’s not so easy for an out-of-towner to break into the Toronto market. Unless, of course, you’re from New York.
[It All Starts With Butter]
