MAYFAIR
MONTREAL
MAYFAIR
MONTREAL
Strategy
Research
Mayfair is a 2,000 sq.ft. ground-floor retail space located in Plateau Mont-Royal—one of Montréal’s densest, trendiest, and most walkable neighborhoods. The space sat beneath a 9-unit multifamily building and inherited an aging food-and-beverage infrastructure along with a liquor license at risk of expiring if the unit remained dark.
Complicating matters, the previous operator had closed due to noise complaints, which created sensitivity in the building and the immediate neighborhood. Despite the challenges, Mayfair occupied a highly visible corner surrounded by bars, restaurants, and constant pedestrian flow, making it a prime candidate for a strategic repositioning.
1. Preserve the liquor license
Act quickly to prevent the loss of a valuable F&B entitlement.
2. Reimagine the space
Create a concept that aligned with the neighborhood but addressed noise-related concerns.
3. Elevate the building’s value
Use the right F&B anchor to boost visibility, appeal, and ultimately the rental performance of the nine units above.
4. Create a sustainable F&B operation
Design a concept with strong margins, flexible programming, and long-term durability.
2,000 sq.ft.
Retail Surface Area Activated
$1,100
Annual Sales per Sq.Ft.
$8.8M
Total Sales Over 4 Years
27% EBITDA Margin
High-Performing, Low-Noise Operation
1. Concept Launch to Preserve Liquor License
• Fox rapidly launched a new, premium F&B concept to keep the liquor license active and protect asset value.
2. High-End Cocktail Lounge Design
- Cocktail-driven menu to reduce noise and maximize margins
- Acoustic-sensitive interior finishes
- Programming that flexed from quiet jazz evenings to weekend energy
3. Space Utilization & Programming Strategy
- Introducing curated seating zones for day-to-night use
- Designing a rotating events calendar (seasonal menus, tastings, private bookings)
- Creating a unique destination within the Plateau restaurant ecosystem
4. Mixed-Use Rebrand
Fox repositioned the entire building as a boutique living environment with a refined, lifestyle-oriented ground floor anchor—reframing the property in the eyes of tenants and the neighborhood.
