This text is part of the special book Plaisirs
The brothers Maxime and Jean-Philippe Lavoie are barbecue enthusiasts. The kind of guy who cooks on their grill from breakfast to dinner, summer or winter. The kind that has no microwave, toaster or slow cooker, just 12 different barbecues. It’s quite simple: hearing them talk about the grill with such fervor makes you want to get started too. This enthusiasm has served them well since their company, BBQ Québec, founded ten years ago, continues to grow… and so does the number of its followers! Meeting with these two entrepreneurs with grandiose ideas.
Although the Lavoie brothers work together on most of the company’s projects, they each have their respective titles within BBQ Québec. Jean-Philippe (“JP”) is the “ Master of the barbecue and Maxime (“Max”) is the “guru”. They explain themselves: “My brother works hard to master all the passions he has, and has done so since he was very young,” admits Max, about his brother. And the latter to add: “Max, he transmits his passion to you as soon as he starts talking to you about it. After chatting with him, you feel like you know what barbecue is all about. »
Despite the nine years that separate them, the bros “, as they call themselves, have a great complicity and a lot of admiration for each other. A chemistry that they have maintained since childhood.
For the little story
Max Lavoie, the eldest, has been assembling barbecues since he was 12 years old. In his parents’ hardware store, on the South Shore, in the Quebec region, he learns how the grill works, he learns about the best brands and accessories. His younger brother watches him, amazed.
A few years later, Max knows the products so well that it is he who starts advising customers. It was in this same location that he opened his first shop specializing in barbecues, in 2013. The enthusiasm was strong: the following year, a first BBQ Québec branch opened in Sainte-Foy. Another will open its doors in 2015 in Boucherville, then another in 2016, in Laval. The Lavoie brothers began participating in international competitions (and winning them!), publishing books, teaching classes and creating food products.
Change of manners
“Ten years ago, people were only looking to buy a reliable barbecue, often gas, to grill burgers and sausages,” recalls the man who was then happy to provide the goods, knowing full well that his satisfied customers would ask for more. Now, “it’s not uncommon for people to have several barbecues: one gas, another charcoal, a pizza oven… Sometimes it goes up to seven! »
According to his observations, Quebecers cook much more often on the barbecue than before, but also many more different foods. “People cook simple dishes on the barbecue during the week, and on the weekends, they will spoil themselves with the wood oven or the pizza oven, a smoker or a plancha,” notes JP.
Although steak and sausages remain favorites on the grill of BBQ Québec customers, Jean-Philippe admits being asked more and more how to cook vegetables and tofu, but also more complex cuts of meat, such as brisket or the tomahawk.
This is also where the idea of the BBQ Québec courses came from: “We wanted to equip the people who came to equip themselves. You invest in a super nice barbecue, but you just know how to make hot dogs? It does not make sense ! “says the youngest, who gives the popular workshops himself.
Next step ?
The conquest of the world. This is indeed what motivates the Lavoie brothers: “To prove to the whole world that Quebec is a benchmark in the world of barbecues, that we are creative and hardworking people,” says Max.
It is through international competitions that Maxime and Jean-Philippe put BBQ Québec “on the map », and this, several times a year. “We do it for the challenge, for the fun and for notoriety. In that order,” says Jean-Philippe. “It proves that we know what we are doing. It proves that you can trust us when you come to our stores. »
And after ? We will see, perhaps, grow BBQ Québec branches all over the world. Max and JP already have Florida and France in their sights.
“We are real real tripe, concludes JP. We invent barbecues, we assemble them, we clean them, we try them, we own them. We know that, for real! »
This content was produced by the Special Publications team of the Duty, relating to marketing. The drafting of Duty did not take part.