The chain of boutiques specializing in beers is teaming up with Quebec merchant Les Bonbons Sugar Daddy’s.
Beer lovers have noted the closure of several Tite Frette stores. The Trois-Rivières franchisees went out of business in August. The same goes for the two stores in Saint-Jean-sur-Richelieu, which are now closed.
Times are tough for many businesses dedicated to local alcohol, in a context of food inflation where pleasures are often crossed off the grocery list. “We don’t hide it, the economy is really hurting us,” concedes Karl Magnone, president of Tite Frette franchises.
Especially for businesses that were born during the pandemic, when buying local products was on the rise.
The Tite Frette franchises are all less than three years old.
PHOTO MARTIN TREMBLAY, THE PRESS
Karl Magnone, president of Tite Frette franchises, in the Repentigny branch, where Sugar Daddy’s Candy products will be on sale
Faced with the decline in sales of beer, a product which represents 95% of sales for Tite Frette, the chain is trying to diversify and teaming up with the retailer Les Bonbons Sugar Daddy’s, which has three stores in Quebec.
The two companies will share the same brand, but the one dedicated to sweets and snacks would have an “express” version.
PHOTO MARTIN TREMBLAY, THE PRESS
Tite Frette and Les Bonbons Sugar Daddy’s will share the same brand.
The idea is obviously to please a public complementary to those who buy microbrewery beer, in order to bring new customers into the businesses, rather than selling different products to those who are already there.
Candy with beer?
Sugar Daddy’s Candy is also expanding: three stores will open in the coming months, including one in Saint-Bruno.
For the creator of the brand, Jean-Michel Blais, the alliance with Tite Frette opens up new markets, in smaller towns, which were not in the plans.
The target audience of the two businesses is also different.
“We have a younger audience and clearly TikTok,” concedes Jean-Michel Blais, who nevertheless specifies that adults are loyal customers of the business which also offers pretzels or chips with exotic flavors which go very well with beer.
To those who find the mixture of genres dangerous and who fear that this alliance will attract minors into a business specializing in the sale of alcohol, Karl Magnone reminds that his stores are precisely a business, not a bar. And that convenience stores and grocery stores also sell alcohol and sweets.
“Often, minors come with their parents on the weekend,” explains Jean-Michel Blais, who is also the one who found the name of his company.
Have there been any complaints?
Yes, for the use of English, but the Office québécois de la langue française has given its approval, explains the entrepreneur. “I can understand people that it shocks a little,” he said nonetheless.
PHOTO MARTIN TREMBLAY, THE PRESS
The Office québécois de la langue française has given its approval to the name Les Bonbons Sugars Daddy’s, assures the creator of the brand, Jean-Michel Blais.
“I like it when it’s a wink, a little provocative,” continues Jean-Michel Blais, who wants his customers to see nothing more and show humor.
The marriage between the two companies is already underway: Tite Frette in Rawdon and Repentigny now have their candy section.
Retailers plan to observe sales in the coming weeks and expand the concept to the entire network if the results are positive. The Tite Frette of Candiac and Farnham will be the next to adopt duality.