Moxies, a Canadian-born restaurant chain, has been quietly making waves across North America, blending premium casual dining with local charm. Spearheading this transformation is Joanne Forrester, a seasoned hospitality leader who spent two decades rising through the ranks at Boston Pizza before joining Moxies.
Under her leadership, Moxies has evolved from its deli-style beginnings into a sophisticated, globally inspired restaurant with 58 locations and plans for further expansion in major U.S. cities. Forrester’s vision, coupled with Northland Properties’ legacy of hospitality, is positioning Moxies for a dynamic future.
Forrester, who joined the brand in 2019 as president, says that the opportunity to work for Moxies was a great fit. Referring to Northland Properties, which has owned Moxies since its 1986 inception, she says, “I loved that it was a privately held company: they’re family run and owned, their link to hospitality, they own a hotel division, a resort, [and] they own the Dallas Stars.”
For context, Northland Properties’ president Tom Garglardi bought the Texas NHL team in 2011. That deal led to Moxies opening its first location in the United States, unveiling its Dallas unit in 2016.
HQ: Vancouver, B.C., Canada
Cuisine: Globally Inspired
Units: 58 (U.S. + Canada)
Year Founded: 1986
Owner: Northland Properties
“We’ve been rebranding and building the brand and the concept to position it for growth, which is now what we’re doing in Canada and the U.S.,” says Forrester. Their hard work has paid off, it seems. Now, Moxies operates 58 locations across Canada and the U.S., with plans to continue expansion in Washington, D.C., and Chicago in the coming year.
Moxies began as a deli-style single unit, which shifted in 1994 to encapsulate a more classic bar and grill. In 2014, the team launched the initial renditions of the upscale casual restaurant that remains today. Upon Forrester’s hiring, another revamp was executed. With this change, Forrester says, “We’ve really leaned into the premium side of the business, from our design to our menu.”
Forrester’s marketing background has been a catalyst for Moxies’ development; the brand has found comfort in its current model as an elevated and sophisticated restaurant. By the end of 2026, all restaurants will be completely redesigned, Forrester predicts.
A key part of the brand’s growth story has been refining its food offerings. Since 2014, Forrester says, the menu has evolved with a more premium steak program. “We looked at our cocktail program—we’ve got a proprietary bourbon that we wouldn’t have had before, and more curated wine lists.”
At first glance, Moxies’ menu is quite all-encompassing. Its items slightly differ depending on location, with its Boston Seaport unit leaning more towards seafood (including sturgeon caviar) while its signature Miami Brickell property hones in on hearty salads. However, the cuisine offered is international, with miso ramen, spicy tuna sushi, linguine bolognese, “Bostonian-tested clam chowder,” and shrimp red Thai curry all available at most locations.
Moxies’ menu is handcrafted by executive chef Brandon Thordarson. “It’s a very fresh kitchen,” says Forrester. “So the recipes are unique to us, we make most of our sauces, dressings, and soups. It’s by and large a scratch kitchen.”
Thordarson’s culinary journey has taken him across the globe, from cooking at the prestigious James Beard House to serving as the head chef at a Michelin-recommended restaurant and hotel in Scotland. With a decade of experience at Moxies, his international background has deeply influenced the restaurant’s authentic, globally-inspired menu.
Moxies’ interior design and flair sets the brand apart from similar concepts. With locations dotted across North America, all Moxies locations are specially decorated and structured to fit the culture of the individual area and community. “We’ve been really designing our builds to suit the market that we’re going into,” Forrester says.
Moxies partnered with an award-winning design firm to help maintain the core elements of the brand, but local artwork, luxe patio layout, and structural design have helped to maintain a special chic touch in every location.
“We would call [ourselves] premium casual,” she continues. “We really fill this void, if you will, between that family-casual space and fine dining, or concept-style restaurants.”
Moxies’ effortless vibe and energy has propelled its locations into community hubs. “It’s the perfect place for date night, for girls’ night out,” Forrester says, “but we still have a really nice dining component earlier on for families and business lunches.” While Moxies’ kitchen stays open into the late night, the bar area is a bright, modern take on a weekend club night, with an array of eccentric cocktail combinations.
Location choice is key in restaurant franchising, but for Moxies, Forrester argues that it is essential in creating a dining experience. In the Boston Seaport location, the second floor features an extensive patio with an unobstructed view of the harbor. The patio seating, coupled with the rise of outdoor dining post-COVID, fosters a special place for diners to truly enjoy their meals as well as their company.
A prime example of Moxies’ dynamic growth and thoughtful curation is its flagship U.S. location in Dallas, just a 12-minute walk from the American Airlines Center, home to the NBA’s Mavericks and NHL’s Stars. Due to this, Forrester notes that its Dallas store has additional smart TVs to serve as a “really great hub for happy hour, and it’s great to pregame or even to postgame.” On non-game days, the TVs display digital art, returning to their polished daytime ambiance.
“If I had to really define the brand,” Forrester says, “it’s all about sociability. We’re unpretentious… I guess it’s just this genuine hospitality, and we bring groups together. So people come to celebrate moments with us, whether big or small.”
For the premium casual dining spot, Forrester adds, “There are elements that are core: we have a menu program, we’ve got regional chefs, we’ve got an amazing training team that when we open up locations, they go in and make sure we’re training to the standard.”
Out of Moxies’ 58 locations, two-thirds are franchised, run by a few multi-unit owners and operators. “All of our franchisees have worked for us in some capacity or worked in our restaurant and worked their way up,” she continues. “That’s what’s unique about the brand. This foray for us to look for new franchisees that aren’t part of our ecosystem today, that’s what we’ve been working at setting the foundation behind.”
As the brand continues to expand across America—there are five locations currently in development—Moxies will partner new franchisees with their current ones, many of which have been with Northland Properties for more than 10 years. Currently, Moxies is seeking franchisee partners in Denver, Atlanta, North and South Carolina, and Philadelphia.
“The magic happens in the restaurants: it’s with your team, talking to guests,” Forrester says. “That’s where I like to spend my time, that’s where the brand is. It’s not being on Teams calls all day, it’s being in the field.”
