It was while pursuing a career in soccer that Pedro Pereira discovered the art of food.
Pereira moved to Canada from Portugal with his parents at age 18 and had dreams of becoming a professional soccer player. But it wasn’t a financially viable proposition in Canada at the time.
“It was living with my soccer coach, who was in the business, who said, ‘I’m going to get you a job, so you could supplement.’ And that was it,” says Pereira.
While working at the fine dining restaurant on Elm Street in Toronto, Pereira found his own vocation and began learning how to cook.
In Toronto, he managed some higher-end restaurants in the early 2000s before moving out of the city.
In Newmarket, he says, he gained a better understanding of the dining demands for the area and he opened the Chicken Place in Aurora in 2007.
“That was my first restaurant,” he says.
He sold it, providing him with the opportunity to go back to fine dining and he opened at Musselman’s Lake, which is fully outdoors, operating only in the summer months.
Fishbone in Aurora then followed in 2015, which was followed by a second Fishbone restaurant at Friday Harbour in Innisfil. Pereira also runs a catering business.
“Right now we have three (restaurants). We just sold two in the last year that were not part of the Fishbone brand so that we can focus on the expansion of the Fishbone concept,” says Pereira.
Plans are underway to expand Fishbone through more locations, starting in southern Ontario.
In Aurora, Fishbone has developed a following during the past decade that Pereira hopes to duplicate in other communities.
“We believe we put out great products and service while still trying to be part of the community, as well, and not just being transactional in business,” he says, adding that the restaurant donates food to the food bank and contributes where it can. “We’ve been very busy since the day we opened, providing an upscale dining experience with a focus on seafood and Mediterranean cuisine with a Portuguese influence.
“We wanted the space to be elegant and airy during the day…. And at night it’s all about dim lighting and candles, good music.”
Seafood paella, whole grilled fish and the deep-fried Brussell sprouts are among Fishbone’s more popular dishes that have become staple items. The fish is de-boned at the table when requested.
The menu changes five or six times each year, following the seasons and also availability of items with a focus on local.
Richer dishes and higher fat content tend to appear on the menu in the winter, with some braising.
“When creating dishes it’s always focusing pretty much on a Mediterranean diet: clean, acidity, proper seasoning, good quality olive oil,” he says. “We obviously like to use lemon and good-quality vinegar.
“There’s nothing worse than going out to dinner and having to ask for salt. We don’t put salt on the table for a reason. We try to season it to what we believe will enhance the flavour profile of the product itself.”
There is a demand in Aurora for fine dining. What Pereira believes set restaurants apart is service, atmosphere and the overall experience.
Fishbone, he added, tends to attract an active demographic, including executives and professional athletes and those looking for a special night out or celebrating a milestone or event. He believes that once customers experience Fishbone, they will return either regularly or to mark a special occasion.
Whoever the customer and whatever their frequency, Pereira believes the experience should be consistent.
