Impérial Snacking, a family-run popcorn business in Quebec, has experienced three decades of growth, becoming a staple in local supermarkets. With a commitment to expanding their market presence, co-owner Elvis Langevin emphasizes the importance of a strategic marketing approach, recently bolstered by a dedicated budget. The company, known for its two brands and daily production of up to 40,000 bags, has also acquired competitor Bad Monkey, enhancing production capacity significantly.
Impérial Snacking: A Quebec Popcorn Powerhouse Ready for Growth
For three decades, Impérial Snacking has been on a journey of growth, much like the popcorn it produces. This family-owned enterprise, known for creating one of Quebec’s beloved snacks, is now eager to share its inspiring story with a wider audience.
Discovering Impérial Snacking’s Legacy
Have you spotted the iconic popcorn bag featuring a clown face in most supermarkets? This delightful treat is crafted in Saint-Eustache by the dedicated team at Impérial Snacking, which includes 70 employees working tirelessly in a factory that has been their home for over 20 years.
“While people enjoy our products, they often remain unaware of the family behind them. We’ve quietly built our reputation in the market,” shares co-owner and general manager, Elvis Langevin.
After 30 years of steady growth fueled by an excellent reputation and word-of-mouth, Langevin, along with his wife Audrey Martel and daughter Ashley, firmly believes that a well-planned marketing strategy is essential for exploring new markets and sustaining their expansion.
“This year marks our first dedicated marketing budget!” Langevin chuckles. “Ashley helped us realize we had arrived at this pivotal moment, and she was absolutely right.”
“We must enhance our social media presence. Our company reflects a remarkable family story that deserves to be celebrated,” adds Ashley, who has taken on the role of marketing director since graduating two years ago.
A Family Journey from Humble Beginnings
Elvis Langevin and Audrey Martel, both hailing from Quebec, found love on Grande Allée. In 1995, they took the reins of Produits de concession Impérial, a modest venture focused on food concessions.
“Initially, it was just the two of us, selling our products at arenas, bingos, and cinemas. I managed all the paperwork and orders while Elvis traveled to meet clients. When he returned home, we would pack orders and make deliveries late into the night, only to start the process all over again the next day,” recalls Martel, the company president, who notes that their children, Ashley and Presley, began contributing from a young age.
Gradually, Impérial Snacking became the go-to popcorn supplier for major sporting events in Quebec. With their two brands, Impérial Popcorn and French Cancan, they now reach 6,000 retail locations across Canada, producing 30,000 to 40,000 bags of popcorn daily.
“It’s truly a joy to run this business as a family. While it comes with its challenges since it’s our passion project, I’m thrilled to see our children wanting to be involved,” adds Langevin.
Expanding Horizons
In November, Impérial Snacking made a strategic move by acquiring a Quebec competitor, Bad Monkey, after the latter’s bankruptcy. This acquisition is expected to boost the Langevin family’s production capacity by an impressive 35 to 40%.
“Such decisions are never made lightly, but this presented a wonderful opportunity for us,” emphasizes Martel.
“Bad Monkey had quality equipment that we can now utilize to further enhance our operations. Ultimately, our popcorn kettles will increase from 36 to 58,” concludes Langevin.