A historic downtown Orillia building is set for a new chapter as Jenna French announces the launch of Seto, a dual-concept restaurant, café, and international grocery store in the current Brewery Bay Food Co. location on Mississaga Street East.
The venture, named after Jin Seto, former owner of the Shangri-La Garden Restaurant that once occupied the space, will bring a fresh, vibrant dining experience while paying homage to the building’s rich history.
French, the owner of Rustica Pizza Vino and managing partner of Brewery Bay Food Co., will co-own Seto with two yet-to-be-named partners. She describes the concept as a way to breathe new life into the space while introducing a modern, Southeast Asian-inspired culinary experience to the city.
Seto will mirror the layout of the former Shangri-La Garden Restaurant, also known as “the Shang,” which opened in the 1930s and was split into two sections: a dining room on the right and a soda bar and lunch counter on the left. French aims to reimagine this setup with a contemporary twist.
On the left side, Seto will feature a small, intimate Southeast Asian fusion restaurant. French has enlisted a chef and wine professional from Toronto to curate the menu.
On the right side, an Asian fusion coffee bar will serve Japanese, Korean and Vietnamese coffees.
It will be paired with an international grocery store, providing specialty products that are not easily found elsewhere in the city, including options for those with dietary restrictions. A grab-and-go lunch menu will also be available, catering to the downtown crowd looking for quick meals.
“I think the lunch scene is kind of missing from downtown,” French said. “We are going to offer something that is quicker and more convenient.”
For French, the project is personal. Having grown up with Brewery Bay Food Co., she sees Seto as an opportunity to honour Orillia’s past while shaping its future.
“I love Brewery Bay; it’s like my sibling,” she said. “My parents have put their heart and soul into that building, and I’ve learned many life lessons there.”
French has been consulting with Rob Seto, Jin Seto’s grandson, to learn more about the building’s history, including its time as a Prohibition-era restaurant.
“He says Gordon Lightfoot started doing gigs there,” French shared. “There’s so much history in that space, and it’s always been a hub of activity.”
As Seto prepares to open, Brewery Bay Food Co. will shift its operations to Couchiching Craft Brewing Co. by early March. French acknowledges the transition has been emotional for loyal customers, but she believes the change is necessary.
“It’s a big move, but it’s the right one,” she said. “I appreciate everybody’s support and hope to make them proud.”
She recently secure a $60,000 grant from the city's Downtown Tomorrow program. According to a memo to city councillors, this funding can be used for renovations of the existing space into "two commercial concepts – a new restaurant and a cafe and international grocer.
The funding includes a residential grant to convert current unused upper-level space into a two-bedroom apartment.
“That’s super helpful,” she said. “We are able to put that money into rejuvenating the space and bringing lots of energy, vibrancy and relevance to downtown.”
French plans to launch Seto in two phases. In early May, the coffee bar and grocery store will open. Two weeks later, the restaurant will begin serving customers.
Seto is expected to create at least 40 jobs in its first summer.
Despite the challenges of opening a new business, French is eager to bring her vision to life.
“I don’t expect it to be easy,” she admitted. “There will be really hard days, but I have a lot of energy, and my family is still here to support me.”
With Seto, French hopes to create a space that is welcoming, educational, and reflective of Orillia’s evolving culinary landscape.
“We are trying to create a space that everybody can come to,” she said. “I’m honoured to take on this project and continue the legacy of this building in a new way.”
