Case Study: Wilbur Mexicana

Located in King West Village, the heart of Toronto’s Fashion and Entertainment districts, Wilbur Mexicana brings a modern and funkytwist to the traditional taco joint. The restaurant steers clear from cultural clichés of sombreros, skulls and mariachi. Instead, the common character throughout therestaurant is the moustached face of Wilbur Scolville, an American pharmacist who invented the Scolville scale used for measuring spice levels in pepper).

Wilbur does not take reservations but you can still expect a warm greeting at the entrance either by a staff member or even one of the co-owners. He/she hands you a menu and if it’s your first time describes how their establishment works. Basically, customers order and pay at the counter, and then
they are given anumber to hold. Whether it’s take-out or dine-in, customers can proceed to find their own seats and wait to be served at their tables.

The menu features everything you’d find at a small Mexican taqueria—chips and guacamole, burritos, and tacos—as well as options for something heavier like grilled fajita plates or healthier like kale and quinoa salads. Executive Chef Daniel Janetos, previous Chef de Cuisine at Farmhouse Tavern, includes a mix of classicand fusion flavors on the lineup.

Tacos are light and refreshing not just to the taste but also to the wallet. They go for $3.75 each and come with a side of nachos that is best accompanied with the variety of sauces available at the fresh salsa bar. It is a self-serve bar allowing customers to load up on salsas, or if they’re feeling adventures, challenge themselves to the different levels of hot sauces. (You might want to hold off from that ghost sauce—it is definitely one that should stay in the supernatural world!)

To the right of the salsa bar is an old-fashioned soda fountain which customers can help themselvesto.
There are instructions on the wall behind it but staff members are always around and ready to assist if necessary. For those looking for a happy hour, customers can enjoy a few bottles of beer and wine at the establishment. There is a rumour that a tequila heavy cocktail list is
underway.

Most of the menu items are easily customizable offering vegetarians and those with other dietary restrictions a variety of options.
However, those with celiac disease should take precautions when ordering corn tortillas or using the salsa bar since it is unclear if they are prepared and handled in a gluten-free environment.

Working around achemist as it theme, Wilbur carries aminimalist vibe with neutral tones andpops of yellow for itsinterior. In fact,walking in the establishment feelsas if you’re inside a contemporary science lab with its white tiles, apothecary-styled shelves, and beaker-shaped light fixtures. The space is bright, clean and polished at all times. Its glass wall interiors boast a ton of natural light—a big plus for those who love to Instagram their food.

With their take on a “fast-casual” restaurant, co-owners Will Cumberland, Baird Cumberland and Stephen Chan have introduced a unique dining experience fit for its young and urban neighborhood: casual and quick in its service (a great choice for those in a tight lunch break) but at the same time chic and relaxed in its vibe where you can stay longer and have a few beers with friends. The ambiance created from its décor to its menu and the cool atmosphere provided by itskitchen and staff is very welcoming and resonates a holistic vision of Wilbur Mexicana. It is not just a place to get delicious and reasonably priced Mexican street-food but also a place to hangout and share memorable food
experiences.