Milestones, the grill chain that started on Vancouver’s Denman Street, made an interesting name change.
The chain posted the notice to its Instagram in late September, styled as a formal letter to customers.
“In light of recent naming developments, we felt it was only appropriate to make a few changes of our own,” it reads.
“Effective immediately, Milestones is now Kilometrestones.”
The post opens on a restaurant exterior with “kilometrestones GRILL + BAR” glowing over the door, under the words “we rebranded.”
The last slide sets the new wordmark over the chain’s usual “celebrate · anything” tagline.
The notice ends with the punchline: “It’s not actually happening. We just thought it was funny.”
The caption keeps the bit going: “Celebrate your next kilometrestone with us.”
The post doesn’t say which naming developments it’s specifically reacting to, but it likely refers to Donald Trump pushing to rename Lake Ontario to Lake America.
One commenter found the flaw in the plan anyway, pointing out that stones are still imperial.
We’ll admit “celebrate your next kilometrestone” has a ring to it, for a chain whose own website pitches it as a spot for “toasting a major milestone.”
Milestones opened its first restaurant on Denman Street in 1989 and is now in six provinces.
The site also carries a bit of name trivia that fits the joke: “There is a town called Milestone in Saskatchewan. Yes! It’s True!”
Around Metro Vancouver, you’ll find Milestones at Park Royal in West Vancouver, Guildford Town Centre and Southpoint in Surrey, Langley and Tsawwassen.
There’s also the Test Kitchen at 2745 Barnet Highway in Coquitlam, which the chain calls its very first Milestones Test Kitchen.
Nothing changes on your booking, and the weekly features still run under the old name, like Wednesday date night at $75 for dinner for two.
For new names on Vancouver signs that are actually real, see recent openings like Läderach at Pacific Centre, TurF on Main Street and Zab Bite Thai Express at Bentall Centre.
For more new and upcoming food spots in Metro Vancouver, take a peek at our tracker here, and subscribe to our weekly newsletter here.
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