In 2016, Toronto’s ever-evolving Smith Restaurant rolled out a new brunch menu that was printed on newspaper – as has become its custom. This time, based on the insight (and the brand’s tagline) that “brunch is the start of something good,” the menu featured a raw or unprepared food item on one side (think: egg or a slice of bread), with its finished/cooked/squeezed version on the inside (fried eggs or buttered toast).