Joe Bird was launched in 2016 at one of the most coveted locations in Toronto – directly overlooking the waterfront. They wanted a relaxed and approachable brand to suit their environment – one that felt like it also had a bit of Irreverence and cheekiness baked into it as well. A multi-format menu added impact to their launch and many were actually stolen which is also a good sign (for the brand, not necessarily for the budget).