An establishment of the Canadian restaurant industry for nearly 30 years, Jack Astor’s had a solid rep. Known for their quippy slogan tees and provocative name, the restaurant always had an irreverent personality–but somewhere down the line they lost touch with the rebel spirit that once defined them, and fell into the same old chain restaurant routine as their competitors (think service scripts, identical menu items, and waitresses in LBDs.) The Jack Astor’s restaurant experience, along with their tone and personality, had grown outdated and was preventing them from connecting with a younger audience. It was time to break the mold, because for the next generation of customers, cookie-cutter just wasn’t going to cut it.