Posted at 7:54 p.m.
The Chez Ashton restaurants, a veritable institution in the Quebec region, were recently sold. In the saddle for barely a week, the couple of new owners are “not closed to the idea” of bringing their poutine west by opening branches in Montreal. However, the duo want to take their time.
In the 1980s, the former owner, Ashton Leblond, tried to break into the Montreal market with the opening of a restaurant on Mont-Royal Avenue and another in Laval. However, the experiment was not conclusive.
While she is still struggling to realize that she has taken the lead with her spouse of a company known in particular for its poutine and its roast beef sandwich, Émily Adam claims to have received requests for openings from all over Quebec. “People want an Ashton in their town,” she said on the phone, a smile in her voice. Currently, the chain has 23 branches located in the Capitale-Nationale region and in Beauce.
And the Montreal market? “We are not closed at all to the idea, assures Mme Adam. At the moment, we are observing. Our goal is to make the Ashton offer accessible. It is sure that if there is a craze, we will follow people. »
We will see how consumers react. Is there really a demand? We will do in-depth market research.
Emily Adam, co-owner of Chez Ashton
Starting in 2023, Émily Adam and Jean-Christophe Lirette intend to open two to three branches per year. “We want to consolidate Quebec,” she says. There are still places available. Thereafter, we want to start on the periphery. We are taking the next few months to analyze the situation and familiarize ourselves with the company. »
At this time, they are not planning to sell franchises. The 23 Chez Ashton restaurants are all owned by the group. “Our goal is to stay corporate as long as possible. We want to keep our identity, our menu. »
Known environment
The couple, who negotiated for three years with Ashton Leblond before acquiring the company – supported by Desjardins Capital, the Fonds de solidarité FTQ and CIBC – already know the world of French fries very well. Émily Adam and Jean-Christophe Lirette are notably co-owners of Ti-Oui, a popular snack bar in Saint-Raymond, located more than fifty kilometers from Quebec City. They also own three Harvey’s restaurants.
“I am proud to pass the torch to Emily and Jean-Christophe. They are from the region, they are young and they have the necessary experience,” Mr. Leblond said in a press release when the transaction was announced earlier this month. “But above all, we have the same values. For me, it was important that the succession be ensured by people from here who care about the company and the vitality of the region. »
Moreover, with the summer holidays in a few months, will Quebecers who will be crisscrossing the province have to pay more to eat the traditional poutine because of the increase in the cost of foodstuffs, in particular that of cheese and canola oil? ? “That’s a good question,” replied Mr.me Adam. For the moment, I will not advance on the prices compared to that. We will adapt and we will remain competitive, that’s for sure. »
Pizza Salvatore
Chez Ashton is not the only chain established in Quebec to want to extend its tentacles. Since last year, Pizza Salvatoré has gradually appeared in the landscape of the greater Montreal area. A first branch opened in Dollard-des-Ormeaux in March 2021, followed by Saint-Léonard, Laval, Repentigny, Mascouche, Saint-Eustache and soon Lavaltrie. “In Quebec, the market was saturated for us,” explains Élisabeth Abbatiello, vice-president of communications. “At the beginning, we were a little apprehensive,” she admits, adding that the company was launching into the unknown. Finally, the experience seems conclusive, to such an extent that Pizza Salvatoré leaves Quebec and will soon open a first branch in New Brunswick.
At Ashton in a few figures
Foundation: 1969
Headquarters: Quebec
Number of restaurants: 23
Number of employees: 650