Brunch joint Wilf & Ada’s reopened but faces ongoing COVID burden

Ottawa brunch joint Wilf & Ada’s has reopened its doors to customers but issues continue as restaurant attendance remains low due to COVID restrictions and customer concerns.

The Centretown restaurant has developed a fierce following of regulars since it changed ownership in 2012. From eggs benedict to eggs in purgatory – eggs simmered in spicy tomato sauce – the restaurant offers upscale breakfast and brunch options. As is the reality for many Ottawa businesses however, Wilf & Ada’s owner Ion Aimers says the situation is dire.

Wilf & Ada’s officially reopened in June with outdoor seating and expanded to indoor seating starting on July 17th.

“I had very mixed feelings about reopening. From ‘the right thing to do’ standpoint and also from where I could make any money with doing it the way we needed, to make it safe for our employees and guests,” said Aimers. “I would have to say it has been kind of what I expected.”

Right now, Wilf & Ada’s operates from Thursday to Sunday, cutting Tuesday and Wednesday services. The Bank Street restaurant can seat 14 people inside the building out of their regular 32 seats, as well as another 12 customers outside. Customers can also order takeout meals if they are not comfortable being seated at the restaurant.

“Going forward, if this was the business model I would close down,” said Aimers. “I know why people are staying away and I don’t blame them.”

Aimers says he has seen customer increase over the six weeks that the restaurant has been open but improvement has come in small increments.

“By in large what I see out there is a much more skeptical public, just about overall safety and going out because it is not the same as it was,” said Aimers. “I would say it has been successful from the ‘we appreciate the business’ standpoint, but not successful on a financial planning standpoint going forward.”

The restaurant has been receiving help from the Canadian government in the form of rent relief and wage subsidies which has helped the business break even since its reopening but it cannot continue to operate with the limited customers it has been serving thus far.

Aimers commends his restuarant competitors who have decided to combat low indooring searing problems by expanding their patios, but a similar investment has not made sense for Wilf & Ada’s. Part of that has to do with the location of the restaurant, which is on a tight Bank Street corner with little room for expansion. An expanded patio would also be an investment that would not be usable within a few months when winter comes.

“My worry is what is going to happen three months from now as the cold weather hits and the outdoors becomes not an option,” said Aimers. “I’m not blaming anyone, but I am going to have run a restaurant on 14 seats for the winter.”

Aimers bought Wilf & Ada's almost eight years ago from Wilf and Ada Laham, a husband and wife duo who ran the restaurant for over 25 years. It was just called Ada’s then and was a typical breakfast joint. The restaurant made the shift to upscale, from-scratch options once it changed ownership to Aimers. That includes brunch items like avocado eggs, a favourite of Aimers and his customers.

The restaurant garnered a loyal customer base since its shift to more niche food offerings. Wilf & Ada’s was one of the top 100 places to eat in Canada last year according to Yelp. It was also the top-ranked restaurant in Ottawa.

“We serve the needs of a really great core community of Centretown,” said Aimer. “It’s just been a wonderful experience but I am concerned about our ability to have longevity.”

Wilf & Ada’s is currently open from Thursday to Sunday, 8 am to 2 pm. Aimers says he is open to re-adding Tuesdays and Wednesdays to the restaurant's weekly schedule based on the wants of its customer base.

“Our doors are open and we welcome them. The more that come, the longer we will make our hours,” said Aimers. “We want to be here another 25 years.”