Quiet Revolution Tailwind

“A shadow on the picture, however: this new class of businesspeople lacks the financial foundations to really take off. In fact, this means that French Canadians account for barely 20% of the province’s growth, even though they represent 85% of its population. Starting in 1960, successive governments would adopt a policy of redirecting economic development in favor of Francophones. In this regard, the slogans of the Liberals hardly deceive: “Things must change!”, “Masters in our own house”… Spearheading this “revolution”: the Caisse de dépôt et de placement du Québec is tasked with supporting Quebec business projects. In such an atmosphere, the meteoric rise of St-Hubert rotisseries appears far more worthy of esteem than it did a few years earlier. In September 1966, René Léger was elected “Man of the Month” by the magazine Commerce, which devoted a long article to him. He and his wife certainly did not wait for the Quiet Revolution to build a business that, with an annual turnover of 4 million dollars, confirms a little more each day its place among the gems of new Quebec entrepreneurship. The couple nevertheless embody the successful role model of the moment. A major event will soon confirm this impression.”

“Another notable change, in 1972, St-Hubert Bar-B-Q proceeded to Frenchify its corporate name: the restaurants would henceforth be called Les Rôtisseries St-Hubert Ltée. It was in the spirit of the times. Quebecers were asserting themselves in every way: politically, economically, and linguistically. The rotisseries, which grew up alongside them, were too.”