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Growth plans for Quebec icon

24.11.11

Going even further afield to Boston and to Asia, which is also in the growth plans, will mean a serious re-thinking of the private company’s name and logo, not to mention the size of its kitchen.

St-Hubert doesn’t roll off the tongue easily for the average American. And in Hong Kong, the big chunks of real estate needed to accommodate the average Canadian restaurant don’t exist.

Started by husband and wife Hélene and René Léger in 1951, the franchise chicken chain is so loved and ubiquitous in its home province that stars such as Vincent Lecavalier and Céline Dion don’t think twice about appearing in its TV commercials, the food is a staple on election campaign buses, its 112 restaurants are community gathering places and its 1960s jingle “put put put” is still recognizable to most Quebecers.

Daniel Cousineau, president of St-Hubert’s restaurant division since February 2010, sees no value in the company resting on its laurels. He was hired to expand and evolve the family business, not to watch it stew in contentment as its Quebec patrons dig into  hefty portions of poutine and pie.

Source: Financial Post