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Issue link: http://digital.canadawide.com/i/526329
C A C T U S C L U B S p e c i a l F e a t u r e If you haven't visited a Cactus Club since its early days, you'd be forgiven for not recognizing it. The smart, design-forward culinary boundary-pusher bears little resemblance to its earliest incarnation, and that may just be the key to its longevity and success in an industry that is known for significant churn. From Cows to High Culture Since his humble beginnings in 1988, Cactus Club founder Richard Jaffray has unrelentingly pushed the boundaries of the restaurant's culinary experience, changing the face of casual dining in Canada to one of sophisticated and affordable luxury. "I have long believed in the Japanese philosophy 'kaizen,' which means 'continuous improvement.' That means that we work each day to remain relevant and take small efforts to continuously make the experience for our customers better," explains Jaffray. The chain is known for investing heavily in creative risks to push its whole dining experience forward. In fact, one of the first significant examples of Cactus Club's unique transformation came not in the kitchen, as one might expect from a restaurant, but in the washroom. "One of our first breakout strategies was to put in fancy bathrooms in our Broadway and Granville location in 1998," says Christy Murphy, director of communications. "No one else had done that, and everyone loved it." The newly outfitted bathroom included art, TV screens, self-flushing toilets and comfy sofa chairs tucked away on corner rugs, and it won awards. In 2010, Cactus' South Burnaby location won Cintas Canada's Best Restroom Award. Decor has long been a priority for the brand, particularly in what it considers its triple-A locations, like its Coal Harbour and English Bay restaurants in Vancouver, and its soon-to-open Toronto location. (Clockwise from top): Cactus Club at English Bay; Cactus Club founder and president Richard Jaffray; executive chef Rob Feenie; Cactus has been recognized for its design and decor PHOTO (ROB FEENIE) ClaudETTE CaRRaCEdO PHOTOgRaPHy