TORONTO - September 16, 2009 - MAVERICK Public Relations is pleased to announce that it has been selected as agency of record in Ontario for Joey Restaurant Group, the famed West Coast company that has turned casual dining into an art form. This Friday, Joey Don Mills Grill/Lounge opens its first Ontario location at Toronto's Shops at Don Mills. MAVERICK is handling all media relations and social media outreach surrounding the launch, and also providing event support for next week's VIP party. MAVERICK was selected following a competitive and exhaustive search.

"Joey Restaurant Group's expansion into Ontario represents an exciting and significant step for our company, requiring an experienced PR partner to lead the charge," said Britt Innes, Director of Marketing, Joey Restaurant Group.  "MAVERICK's creative energy and track record of successfully launching brands to this market was the winning combination."

The opening of the 9,000-sq.-ft. Joey Don Mills marks the beginning of a new era for the Vancouver-based company. Since launching its first restaurant in Calgary in 1992, Joey Restaurant Group has built a strong and loyal following with 18 locations throughout British Columbia, Alberta, Manitoba and the state of Washington.  Joey Restaurants has retained MAVERICK's services on an ongoing basis to support its continued expansion in this province.

"MAVERICK is proud to work with Joey, a brand that has become synonymous with unforgettable dining experiences and an original and addictive menu, all wrapped up in a hip atmosphere," said Julie Rusciolelli, President, MAVERICK Public Relations Inc.  "We look forward to applying our unique understanding of the Ontario market as Joey Restaurants takes on Toronto and beyond."

To celebrate the opening of Joey Don Mills, the company is hosting a VIP party for media and influencers on Wednesday, September 23. The bash will showcase Executive Chef Chris Mills' globally-inspired signature dishes including Lobster Grilled Cheese, Ahi Tuna Tacos and exclusive-to-Toronto California Crab Tacos.  Chef Mills competed in the prestigious Bocuse d'Or and is one of only two Canadian chefs to have appeared on the original Japan Iron Chef.  Joey Don Mills' gastronomic delights are complemented by an innovative Enomatic wine system and equally inspired drinks, including the company's signature Pomegranate Mojito and citrus slush-infused Super Sonic Gin and Tonic.  

Joey Don Mills opens its doors to the public on Friday, September 18, 2009, at 11 a.m. The restaurant is located at 15 O'Neill Road, Shops at Don Mills (corner of Don Mills Road and Lawrence Avenue East), Toronto. Hours are 11 a.m. - 2 a.m., seven days a week. Complimentary valet parking is available to all guests. No reservations required. For details, visit www.joeydonmills.com.