After disappearing from the Quebec landscape, the fast food chain New York Fries is returning to the province with the opening of a branch in Laval which will be managed by Groupe St-Hubert. The former Quebec flagship could contribute to the rebirth of the brand throughout the territory.
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Fries, hot dogs and poutines from the Canadian chain New York Fries have been served since Tuesday at a counter at the Carrefour Laval food fair.
Present in Quebec in the 90s, the brand, which belongs to RECIPE Unlimited Corporation previously called Cara, then completely ceased its activities. The chain’s five restaurants in shopping centers and cinemas across the province all closed between 2002 and 2015. It is with the help of the St-Hubert Group, also owned by RECIPE Unlimited since 2016, that New York Fries will make a new attempt on the Quebec market. The new branch has a total of 20 employees.
“By having the chance to have a foothold in Quebec with St-Hubert, it’s a great opportunity for them to recover here with this brand,” said Josée Vaillancourt, director of communications and the St-Hubert Foundation. , during a telephone interview on Tuesday. We will manage the restaurant’s operations to ensure that we are following the market properly and that we adapt to the needs of Quebeckers. “
For example, the poutines will be prepared with cheese curds from Fromagerie La Chaudière, located in Lac-Mégantic. In fact, the cheese factory has been working with New York Fries for several years. Each week, it delivers several tonnes of cheese curds to the banner’s various counters across the country, confirms Mario Choquette, vice-president of sales and marketing for Fromagerie La Chaudière. RECIPE, who has already tried to add poutine to the menu of its restaurants abroad, even asked Mr. Choquette’s team to ship their cheese outside of the Canadian provinces. This popular dish in Quebec has not been as successful overseas.
Adapted to Quebecers
Although the chain’s menu, which has 160 restaurants in Canada and 42 abroad, is more or less the same everywhere, Groupe St-Hubert will ensure that it adapts to local customers. ” Yes [les dirigeants de New York Fries] decided to do a slush promotion in the middle of February, we won’t do that, illustrious Mme Vaillancourt. We might serve some hot chocolates. [Il faut] make sure it suits our market. “
Will the Laval counter be the first in a long series? “For now, we’re going to focus on that one,” says M.me Vaillancourt. We’ll see how it’s going. We remain open to business opportunities. “
However, in a press release published Wednesday, Frank Hennessey, CEO of RECIPE Unlimited, suggests that the brand could come back in force in Quebec. “We look forward to witnessing the growth of the New York Fries brand at food fairs across the province,” he said.
Remember that since it acquired St-Hubert, RECIPE Unlimited has benefited from the Group’s expertise in Quebec by letting it pilot the expansion of other company brands in the Belle Province such as Harvey’s and Taverne. 1909 – signed St-Hubert.
RECIPE Unlimited Corporation en bref
– Formerly called Cara, the company changed its name in 2018 – Headquarters: Vaughan in Ontario – 1375 restaurants across the country under 22 banners such as St-Hubert, Harvey’s, Taverne 1909 – signed St-Hubert, Swiss Chalet, The Keg and New York Fries
– Almost 85% of the group’s restaurants are operated by franchisees
Source : RECIPE Unlimited Corporation
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