Légers

"No longer anonymous, St-Hubert Bar-B-Q has become an institution. The mockers are confounded. Could they have guessed it? René has marketing in his blood. “It was advertising that made me known, that put me on the map,” he says, “it’s advertising that will continue to bring me success.” The Légers observe, analyze, innovate. Are they not the pioneers of free delivery in Canada? And then, they sell more than just chicken. They are also spreading a certain idea of Quebec: warmth, friendliness, simplicity. Others will imitate them later on. Meanwhile, the rotisserie owners take a nearly insurmountable lead over the competition. “From that moment on,” René Léger would say later, “the business more or less pushed me from behind, and I would really have had to make an effort not to succeed.”"

"For children, separation is hardly easy. The atmosphere of boarding schools seems quite strict compared to that of home. So they always look forward to Sundays, which are either visiting days or parlour days, depending on the case, with impatience. Certainly, the Légers are sometimes too busy to spend the day with their offspring. No matter, they are never far away. When they come to Saint-Hubert street, Claire and Jean-Pierre do puzzles and watch NFB films on television. Fortunately, in the summer, they spend wonderful holidays at their grandparents’ on Île Perrot. As they get older, they start attending cultural events: shows, exhibitions, museums. The Légers never refuse them any opportunity to enrich themselves intellectually. There are also ski weekends at Mount Sutton. Nothing lavish about these getaways. Claire makes sandwiches and takes her little brother down the slopes. Hotelier friends offer discounted lodging to the two teenagers. Never any pocket money or reckless spending. Even when their business prospers, the Légers prefer to let their children fend for themselves. Just because our parents own a rotisserie doesn’t mean we should have everything handed to us!"

"As soon as he is back on his feet, he puts this talent to use in a small lottery business, distributing punch cards by bicycle. Very quickly, he enlists five salesmen who canvas the restaurants. The formula is successful, but it’s only a makeshift, and the Légers are aware of it. Nevertheless, the business allows them to save enough money to consider more serious projects."

"The conclusion is obvious: for their business to grow, it needs a sign, a large, giant one, visible from afar, easily recognizable, and advertising, lots of advertising. Since October 9, 1951, the Légers have done a little on the radio, on CKVL at a cost of $25 for 30 seconds. But it is not enough. Hélène easily convinces her husband. Innovation and boldness have never frightened René. But, once again, all this is expensive, very expensive. And yet, funds are dwindling day by day. What to do? The couple hardly has the leisure to reflect further. Another trial strikes the family just a few weeks after the taxi incident."

"The clientele. That’s where the problem lies: they need to find a solution to increase it, and quickly. Otherwise, what’s the point of serving the best chicken in the world with the brightest smile? And besides, the couple’s savings are melting away before their eyes. At this rate, the Légers will soon have to shut the doors. However, Hélène refuses to even consider such a possibility. Succumbing to discouragement is simply not like her. For her, hopeless causes do not exist. As for René, he doesn’t know the word “panic.” On the contrary, as a true athlete, it’s often when he’s backed into a corner that he performs at his best. A quality that will prove very useful in the coming months."

"René remains unshakable. Out of sheer exhaustion, they eventually discreetly advise him of two or three agencies. Not long after, a new “star” appears on the small screen: the St-Hubert rooster! Faced with René’s persistence, the broadcaster finally gave in, thus creating a precedent. And what a precedent! His client’s advertising campaign literally bursts onto the screen. “My God! Twelve at the table!” exclaims Juliette Béliveau, who quickly calls St-Hubert Bar-B-Q for help. This good Quebec mother who worries about feeding her brood well instantly becomes a legend. The image hits home. And for good reason. The Légers target the mother of the family, the one who holds the purse strings… and would love to untie those of her apron from time to time. St-Hubert chicken asserts itself not only as the ally of the overwhelmed housewife, but also as the symbol of conviviality, a very strong value in French-Canadian society."

"Less than an hour later, still on air, Jacques Normand heartily enjoys his chicken and thanks St-Hubert. Sensing the oncoming tidal wave, René had not waited for this dazzling success to skewer and roast a slew of chickens in advance. Subsequent events proved him right. Little by little, a crowd gathers at the restaurant’s doors. On the sidewalk, the line grows longer and the wait increases. Braving the weather, people hardly take notice. The wafting smell of grilled chicken teasing their nostrils seems stronger than the hardships of the cold. All night long, the kitchen runs at a frantic pace. The phone does not stop ringing. The delivery service is quickly saturated, with the delivery people unable to keep up with demand. It becomes necessary to disconnect the phone lines. The Légers go to bed at six in the morning, exhausted but satisfied. There is $800 in the register: at 75 cents per leg and 85 cents per breast, that’s a total of 1,000 legs and breasts sold in one night. An achievement! It won’t be the last…"

"The Légers feel too close to people to act otherwise. Are they not from the same background as most of their regular customers? From that small, emerging middle class of the post-war period? Tightly knit, this class then makes up the majority of a francophone Quebec society eager to take off. The Légers share the same values and aspirations: to work hard to improve their condition. This creates invisible but tenacious bonds. Success therefore begins with self-respect and respect for others. From the opening of the rotisserie, its founders adopted the QSP policy (quality, service, cleanliness). Their philosophy is to offer the best at the best possible price. They will never deviate from this. Also, whether in the kitchen or the dining room, protocol is no laughing matter. Nothing that comes back from the dining room, not even an untouched loaf of bread, must be returned to the kitchen, on pain of dismissal. Beware of those who forget, even for a moment."

"The new employee does not know it yet, but his hiring coincides with a strong growth spurt for the company. He will soon experience it very concretely. One fine morning, the staff is greeted by a dreadful crash: the Légers have just rented the neighboring building to expand their premises. The walls vibrate under the blows of sledgehammers, to the point that sometimes you have to hold the dishes so they don’t fall off the shelves. This cataclysmic atmosphere hardly bothers the older employees. They are used to it. It’s already the second time in five years that the rotisserie has been renovated and reorganized. The St-Hubert spirit is also a bit like that: a kind of state of permanent revolution."

"In addition to being financially profitable, the Expo 67 episode once again established the Légers as pioneers in their field. Until then, no Quebecers had ever taken the mass catering experience so far. The founders of St-Hubert Bar-B-Q and their entire team gained unmatched expertise and increased visibility from it. People from outside Montreal discovered the great taste of St-Hubert, which encouraged the opening of new branches. That same year, St-Hubert set up on Saint-Charles Street in Longueuil, a first on the South Shore. As for the first franchise, it opened in Quebec City. It would be a simple delivery and takeout counter. However, this foray outside the metropolitan area foreshadowed the coming decade, which would be marked by the proliferation of numerous franchises throughout the province."