It’s no secret I like to party. And it’s no secret that I’ve been partying for many years now at the Comox Street Bar & Grill.
History Lesson:
Back in 1994, the Comox (known then as the Comox Street Long Bar & Grill) had a uniquely interactive menu, which included “making your own Pasta and Pizza”. It was a simple concept: you chose your own toppings, and the chef made it just for you and right before your eyes! It was fun and very tasty. In fact, the food was so good it kept us coming back paycheque after paycheque. A few years later, the Comox introduced a new menu, which included all the traditional pub favourites such as chicken fingers & fries, burgers of all flavours, soups, salads and much more. It was the perfect menu for any party night. But then something went horribly wrong.
The Reveal:
One Wednesday night in September of 2015, I invited my two bosses for dinner at the Comox (to celebrate my birthday), with the promise of some good-old-fashioned pub grub. But like stepping into an episode of the Twilight Zone, things were not what they seemed. Oh sure, the pub was the same; familiar faces greeted me with cheerful smiles, and the waitresses and bar staff greeted me by name with warm hugs. But something had changed - the menu. You can imagine how horrified I was when I had to renage on my promise of an evening of comfort food, but there it was. Not to be detered, we mitigated our damages and ordered blindly from the new menu. After all, change can somtimes be good! If only I could have said the same thing about the food.
Marketing 101:
Despite the new menu, my friends and I have stuck steadfastly with the Comox. After all, it’s an institution! We celebrate holidays, birthdays and milestones there. But sadly, as a (long-time) customer, I now feel alienated and misunderstood.
I’m no food critic, but I did study marketing. The first thing I learned was the Marketing Mix and the Four P’s of marketing (people, price, place, promotion) and, most importantly, putting the right product in the right place, at the right price, at the right time. I won’t bother embarking on a marketing lesson; it’s pretty straightforward. But let me just say, with their new menu, the Comox got it wrong.
The Future:
Clearly, the higher-ups-who-be at the Comox are looking for new clientele. But why? The old clientele are a loyal, dependable and friendly bunch. We’ve stood by the Comox through menu changes before, but this time it's different. It feels more personal. When the tourists go home, it’s the locals that fill their seats.
Admittedly, I’m no foodie. But it’s because I’m not a foodie that I keep going back to the Comox! Let’s face it, if I were a foodie, I wouldn’t bother.
And while I’m no foodie, I am a loyal customer - a loyal customer with disposable income. If I want gastropub food, I’m spoilt for choice in Vancouver. There’s plenty of local gastropub eateries. But the difference is, those eateries do gastropub food really well. The Comox doesn’t.
So if the Big Brass at the Comox want new customers, bully for them. They can keep their menu but If they're going to continue to serve that shit, then may I suggest they serve it with toilet paper.
Happier Times: Before the new menu, celebrating at the Comox with flavourful food and delectible drinks.
Originally Published: December 28, 2015
BLOG UPDATE APRIL 30, 2015:
The God’s have spoken! Effective Thursday, April 28, 2016, some of the old menu favourites are back! Let the good times roll at the Comox again! Thank you, the highers up who be, for listening. It’s good to be back!
