It’s become a summer tradition, trying out restaurants through their involvement in Summerlicious.  Not just food aficionados, but a wide variety of restaurant patrons, find their new favourites through testing the prix fixe offerings of participating establishments.  Whether it’s about discovering a great place for a business luncheon, an important dinner event, or a family gathering, Summerlicious is an excellent showcase for any restaurant.

The City of Toronto, along with presenting sponsor American Express, shines the spotlight on Toronto’s restaurant industry for the 10th year of the event, from July 6th  to 22nd.  For patrons, finding a participating dining establishment from this year’s expanded list is made easier by a variety of online aids including a restaurant list, an interactive map and personalization tools.

Involvement in Summerlicious (and Winterlicious) is made relatively easy through an online application system.  To qualify, candidates must be an existing restaurant located in the City of Toronto, must possess a current Dine Safe Green Pass issued by Toronto Public Health and must meet average price point criteria.  Chain restaurants may feature one location only.  A downloadable Application Form providing detail on the establishment is submitted to the Advisory Board for review.  Once an applicant has qualified for participation in the event, they only have to resubmit their application every three years.

Restaurateurs enjoy many benefits from their participation, but just the volume of publicity surrounding the event is worth it.  The increased traffic means that, for a lot of the restaurants, reservations are required for lunch and dinner.  Carry-over from popular existing participants means extra traffic for other Summerlicious locations in the same area, dining style or food offering type.  This is often the busiest, and the most lucrative, business period for participating restaurants.

Applications are now being taken for Winterlicious  2013, deadline August 9, 2012 and Summerlicious 2013, deadline February 20, 2013.  If your restaurant isn’t part of it, maybe it should be.