This story was originally written for my sometimes-column space in The Windsor Star (on The Scene page).
However, it was seen as passe, because the Star has done a lot of stories about this restaurant…and for good reason.
Here’s my piece on it. If anyone else out there would like to publish this, online or offline, let me know
“If you grill them, they will come.”
This had to be what went through the heads of Jay and Gino.
A leap of faith had to enter into it somewhere.
How else could they have married cows and cars?
They used to own a posh Italian eatery on Erie Street. Now, within the same walls, they own a trendy and cozy burger Mecca.
Eight years ago, Noi was a huge success in its own right prior to the financial woes of Windsor/Detroit. Transformed into Motor Burger in November of 2009, the feel, food, and future of 888 Erie Street East has been irrevocably changed.
Thinking about it in hindsight, I don’t know how they had the gumption or belief in their abilities to go from a stereotyped Italian restaurant on Erie Street to an affordable, automobile-themed, burger-based leap-of-faith.
I’m genuinely amazed. And I’m not the only one.
The National Film Board of Canada recently produced an online series called GDP. It looked at the financial woes being weathered by all kinds of folks around Canada. Gino Gesuale and Jay Souilliere’s story became a serial feature on the site as an example of a business forced to think way out of the box to be sustainable in their community.
The pair did a refurbishing of the space to accommodate for some flat screen TVs and cut-outs of cows and cars. Chalk drawings of old vehicles adorn the west wall, and beautiful burgers made of beef, pork, shrimp, lamb, turkey, and tuna decorate tabletops. A veggie burger makes the list to round out the category.
Keeping with the theme, their drinks are called lubricants, which include massively decadent milkshakes that come in the tall metal malt-shop cup. Personally, I “supercharge” the nachos every time I visit, which doubles the portion, and I regularly ask for a spoon to finish the sauces that pool at the bottom of the bowl.
One of the stand-out features, aside from the multitude of burger options, is the camaraderie. Every single time I’ve gone to Motor Burger it’s a who’s-who of local musicians, artists, writers, filmmakers, entrepreneurs, and local business supporters. I have yet to go in without recognizing 20% of the clientele.
This kind of customer-base early on in their new incarnation spoke volumes about the hunger for something new in Windsor. The taste for “extraordinary” has accelerated.
Opening a automotive-themed burger joint on a street praised for Italian fine dining, with economic-recession-friendly prices, deserves the attention and full support from a city that prides itself as the Motor City of Canada.
With a green option for the vegetarians, every stomach in the city should pull over at Motor Burger and fill their tank on burgers, salads, milkshakes, and entrepreneurial drive.
They built it.
It’s time for us to dine.Their website, with complete menu, is at http://www.motorburger.ca/
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