St-Hubert Group | Towards the billion in sales

More than five years after its acquisition by an Ontario group, Groupe St-Hubert has remained deeply Quebecois, assures its president Richard Scofield. The big boss, who points out that the king of roast chicken is growing, intends to reach sales of over $ 1 billion within five years, including opening 25 new restaurants and distributing groceries from other brands, such as Cora. And in the future, we will not close the door to the idea of ​​operating an establishment outside the country.

Nathaelle Morissette
Press

The company founded by the Léger family having celebrated its 70th birthday in September and having changed owners just over five years ago, Mr. Scofield feels the need to take stock. “When Cara, now Recipe, [nous a achetés], the company is committed to let us manage our business. They said that they were not experts in Quebec, that they were there to support and help us. They kept that promise, ”says Richard Scofield, during an interview with Press at one of the Group’s restaurants located on rue Lajeunesse, in the Ahuntsic district. “It takes the Quebec mentality and culture to manage a Quebec network,” he adds.

Although the pandemic has been difficult for the restaurant industry, Mr Scofield has many plans for the future of his group, including that of exceeding the billion mark in sales. “When Recipe bought St-Hubert, it was a network of roughly 640 million. It is expected to finish above 800 million next year. We have plans to take the business to over $ 1 billion within five years. ”

Different restaurant concepts

To achieve this, the company will open 25 new restaurants in three or four years, under different concepts, including that of the traditional or Express dining room. A new type of St-Hubert restaurant will also be added to the list, which is essentially a take-out and delivery counter. A first establishment of this type recently opened in Sainte-Julienne, in Lanaudière.

The company also has a project for downtown Montreal with a more urban concept, similar to the St-Hub bar. The location has not yet been chosen, however.

Then there is MALGAM – a shared kitchen, making it possible to prepare dishes from different brands such as St-Hubert, Harvey’s, New York Fries, Sushi Taxi, Tok Tok – which recently opened on the corner of Saint-Jacques and Cavendish. It is essentially a delivery and take-out counter. The idea is to allow members of the same family, for example, to order sushi and a chicken-fries combo at the same time. At least three other such locations will open in the greater Montreal area.

Active search for franchisees

In developing its restaurant network, St-Hubert is constantly looking for franchisees. The company currently has 111 against 13 business establishments. “We have people coming to see us [pour devenir franchisé] and there are places where we want to open and we try to find a franchisee. We are in the process of realigning our development team in this regard. We have become a lot more [dynamiques] than it was before to build a list of franchisees on hold, ”says Scofield.

Beyond Quebec, New Brunswick and Ontario, provinces where the famous rooster with the red crest serves its chicken, coleslaw and ribs, the President of the Group does not rule out bringing St -Hubert elsewhere, “maybe very elsewhere,” he said with a mysterious smile. Outside of Canada? “Maybe someday,” he replies. We are opportunists. The door is not closed. ”

In grocery stores

In addition, in addition to restaurants, the sale of pâtés, croquettes and other cheese sticks in grocery stores also contributes to the Group’s growth, says its chairman. The company distributes and sells some 500 products in supermarkets under the St-Hubert name, but also under other brands. She fully intends to continue this momentum.

Recently, St-Hubert signed an agreement with Cora – a chain of restaurants specializing in breakfasts – for the manufacture and distribution of products intended for retail sale. “We do the marketing study, the packaging design: all facets are done in-house. ”

Labor shortage

But although the company is growing, Richard Scofield admits it has not been spared by the labor shortage. Some restaurants still operate with reduced hours. “Like everyone else, it’s difficult. It’s very difficult. ”

For the first time, St-Hubert called on seasonal workers. A year ago, nine workers from Nicaragua went to work at the Boisbriand factory. About twenty others, notably from Tunisia and Morocco, will arrive shortly to work in restaurants and at the call center. With these reinforcements and his projects, Mr. Scofield is visibly betting that he will be able to lead his boat towards the billion in sales.