Meeting the MiniMenu Inventor
Emil Glassbourg tells us about his MiniMenu concept.
I always wondered who created the nifty, cleanly designed MiniMenus I saw at a few eateries around Toronto. Infinitely better than neon flyers, compact, wallet-friendly and always at the ready, these little gems make ordering supper on the way home from a full day's work a breeze. I got the chance to meet entrepreneur and creative mind Emil Glassbourg recently, and this is the MiniMenu story, in his own words.
Vital Stats:
Where were you born? Montreal
How old are you? 48
Where do you currently reside? Downtown Toronto
Occupation? Owner of High Visibility Advertising
Brief Bio of what you’ve done:In 1991 I founded High Visibility Advertising, it has developed into a successful advertising medium for businesses targeting the business and leisure traveller. We have since expanded into Niagara Falls and Vancouver. Using wallet size MiniBrochures placed in display racks on the front/concierge of major hotels and other high-traffic locations, High Visibility has facilitated the targeting of the tourist market for dozens of clients such as The Keg Restaurants, GolfTown, and many smaller businesses such as: fine restaurants, art galleries, antique shops & local tourist attractions. People have welcomed the idea of small tourist brochures instead old fashion large brochures that are cumbersome to carry around.
Recently I introduced THE MINIMENU concept for the restaurant industry. It is a printed menu that folds into the size of a credit card using multiple panels; ideal for take-out restaurants who desire a stylish take out menu that can be carried in wallets or purses. Taking the concept one step further, I created the Magnetic MiniMenu which attaches to a fridge door, filing cabinet, or almost any metallic surface. Magnetic MiniMenus offer restaurants the unique opportunity to have their name and complete menu quickly accessible when customers are making their take out and delivery decisions.
Tell us a bit about the MiniMenu and MiniMenu with a Magnet concepts- how did you develop the idea and what was the inspiration?The MiniMenu concept developed organically from the MiniBrochure advertising. Many of our clients are restaurants and when I proposed the idea of a stylish, wallet sized take out menu with the option of a magnet on the back they loved the idea. They also love the idea of their menu attached to their customer's fridge door instead of being at the bottom of a desk drawer. Plus we are able to offer very low prices for printing of the MiniMenus because we gang print both the MiniBrochures and the MiniMenus together thus customers benefit from large quantity print runs.
In real estate it’s all about location, location, location. Is it all about presentation in the restaurant industry?Packaging and presentation are critical in the restaurant business, but there must be quality, uniqueness and value associated with any new product.
Regarding the MiniMenus, do you consider yourself more of an entrepreneur or an inventor?An ENTREPRENEUR who creates novel and useful ideas.
Does the creativity translate into your kitchen? Are you a good cook?I am a good cook who enjoys being creative in the kitchen.
Where can people find your MiniMenus and where do you hope to expand?
Presently MiniMenus are available in Toronto restaurants and recently we are making a push to make them available to restaurants across Canada and in the USA.
What’s your all-time favourite food?Fresh and creative salads. I know that sounds boring but very often I am perfectly content with delicious toast, olives, cheese and a fresh salad.
Favourite cuisine style?This month it's Asian.
What’s your most irritating food peeve?
When the waiter offers to grind pepper on my food before I've tasted it.
You grew up in Montreal and now live in Toronto. Which city has a better food scene in your opinion and why?
Initially Montréal was far advanced but in recent years Toronto has caught up.
When you dine out in the city- where do you go and why? (top 3 picks).
Unfortunately my favourite cafe recently closed, Vienna Cafe, it was on my top 3 for years. Terroni is also a favourite of mine, either the Queen Street location or the Victoria Street location. I also like Sugar Cafe, the owner is very hospitable and has a lovely style about her food and ambience.
What’s your favourite out-the-way, “gem” spot to shop for food?The Spice Trader, they have wonderful oils, vinegars, olives and various spices, and they are very knowledgeable.
Best place in the city for Chinese food?
Bright Pearl for dim sum.
If you had to describe yourself as a dish- which one would it be and why?
A freshly baked organic fruit pie with a delicate, buttery crust, because it's so rare to find an excellent one.
