For thousands of Edmontonians who came of age in the 1980s, the name Maxwell Taylor has a special significance.

In its brief existence, Maxwell Taylor’s became a kind of icon in Edmonton, the place to see and be seen, to eat, drink and be merry.

While Max disappeared from the scene more than a decade ago – a victim not of failing patronage but of outside financial considerations – the name still carries a lot of nostalgic weight in this town.

But that’s not entirely a positive.

Owner Blair Assaly (left) and chef John Frois believe their home-made desserts are destined for fame.

Blair Assaly has brought Maxwell Taylor’s back from the corporate dead, reopening a block away from its former location on 51st Avenue and 103rd Street. The 35-year-old restaurateur knew he was walking a fine line in resurrecting the name. His market research found that the public wanted to see it return, but that name recognition was a double-edged sword.

“People have strong memories of Maxwell Taylor’s,” says Assaly. “When we opened our doors, people expected it to be exactly the way it was.”

But tastes in food have changed, and the old menu was gone. Assaly admits this did not go over well with some customers.

“People would come in looking for a certain menu item. When we told them we didn’t have it, they would say: ‘Then you’re not Maxwell Taylor’s without it.’ ”

In the more health-conscious 2000s, however, there is little call for some of the deep-fried, high-fat items that were staples of the old Maxwell Taylor menu.

It’s not just the menu that comes along with the Maxwell Taylor’s name. There is a common misconception about it that has been both a blessing and a curse.

Many believe that Maxwell Taylor’s is a chain, likely American, along the lines of Moxie’s or Kelsey’s. In fact, it never was – Maxwell Taylor’s was then, and is now, entirely Edmonton-owned and operated.

“There’s no head office in Minnesota or Dallas – this is it,” says Assaly.

When he brought Maxwell Taylor’s to life again, he did it with the help of one individual in particular – chef John Frois, an award-winning Red Seal chef who developed the entire menu.

“I needed to have a chef who believed in the concept of healthy fresh dining, in a segment that was very competitive.”

The concept was simple, but difficult to implement. To be in a casual, high-volume restaurant segment, doing everything from scratch is going to be a challenge.

“The product is excellent,” says Assaly, “from breads and buns being baked daily in the in-house bakery, to stocks being brought to a simmer for a great foundation in our soups and sauces. We carve our own meat for our Philly Beef and Cheese and Ginger Beef.

"I think most chains would be bringing in a factory-frozen product for these dishes.”

The fresh-food attitude funnels over to great promotional deals. Maxwell Taylor’s does a 20-minute Express Lunch that does not just feature a few, pre-made items. The entire menu of 110 items is made to order – fresh.

“This has been great for us. After the server has taken the order, they start a digital timer and put it on your table. If it is not there in less than 20 minutes it is free. The only disappointment is when we bring it to their table in an average time of 13 minutes.”

Every Friday, the fresh food continues with “Bite Club”. From 4 p.m. - 6 p.m. there are free hot appetizers in the lounge, which again are made fresh.

Maxwell Taylor’s is looking at changes to the menu, which will offer more healthy choices and a breakdown of the ingredients.

In June, when the restaurant went non-smoking business dropped 25 per cent overnight. “Although we were disappointed with council’s lack of leadership on the issue, we felt that non- smoking was going to serve our customers better. When we talk about doing a renovation in our lounge it is not for the smoking customer, it is for the non-smoking customer,” says Assaly.

“There are four sport bars within a two-mile radius of Maxwell Taylor’s and all of them cater to the smoker. So when we bring in our new system it will be a great place for the non-smoker to watch the game.”

To continue to differentiate from the norm, Maxwell Taylor’s introduced “Our Place For The Night” promo on January 10.

The entire restaurant was booked for a corporate party.

The night included a D.J. dance floor, Chocolate Fountain, A Marca Barvaria beer and Grand Marnier Cosmopolitans. Assaly says: “All you have to do is ask.”

Visit Maxwell Taylor’s at 10390 – 51 Ave. Edmonton, or call (780) 439-6444. Watch for the launch of their updated website in early February – www.maxwelltaylors.com.