Published at 12:55 am. Updated at 05:00.
Multiplication of promotions, tables d'hôte at lower prices and a tight management that even puts an end to excessive decoration on the plate. As a year already marked by closures begins, some restaurateurs are trying to find ways to keep their customers and their livelihoods.
The menu captures the imagination: bottles of wine priced at $22, the same price as a glass on several establishments' menus, and a table d'hôte starting at $25, the current price of several entries. By organizing its gourmet event in January, the Restos DIX30 group – owners of La Tomate Blanche, L'Aurochs Steakhouse-Dining Room, L'Aurochs Steakhouse-Espace festif and Le Café du Théâtre Brasserie Française – found a way to celebrate their Filling rooms with food during this rather slow time of year when customers' budgets are tighter than ever.
Although the group has been organizing this event for 14 years, this year it takes on a slightly different meaning, acknowledges Andréanne Caron-Labonté, director of organizational development and special projects. And rising food prices have forced her and her team members to be “resourceful.”
In her opinion, holding the event with the participation of the four Brossard restaurants was more than necessary if the company wanted to fill its tables and keep its employees working. “We have no choice. If we want people to come to our restaurants and indulge, we have to create magic. »
Remember that the New Year began difficult for several restaurateurs, in particular La Brasserie T!, Beaufort Bistro, Dinette Nationale and Don Nopal and had to suspend their activities.
Declining traffic, rising food prices and the inability to repay the emergency aid granted by the federal government during the pandemic by January 18th are forcing some restaurateurs to make difficult decisions that could include the permanent closure of their establishment. Can we expect a massacre in 2024? It's hard to say right now, says Martin Vézina, vice-president of public and government affairs at the Association Restauration Québec (ARQ). Still, he acknowledges that multiple closures are to be expected.
According to the ARQ, the number of restaurant bankruptcies in Quebec increased by 81.2% between October 2022 and October 2023, for a total of 337 year-to-date.
Aware of the current fragility of her industry, Ms. Caron-Labonté reiterates that January's gourmet outfit was expected by customers. “We couldn't do it any other way. People are looking for low prices. It was important to us to offer them something this year. »
Developing a three-course meal for $25, then another four courses for $45 and $55, without skimping on the foie gras, all accompanied by a selection of half-price wines, still gave them more trouble than usual , she admits.
“We had to work hard with our chef and our suppliers to find the most profitable food for us. We're eating up our margin. It's definitely smaller. »
More activities and fewer decorations
Other companies such as Groupe St-Hubert and Les enfants terribles also want to arouse consumers' desire with advertising campaigns. Last fall, the famous rotisserie expanded its offerings and brought its often cheaper dishes of thighs, breasts and French fries back to the fore.
“The challenge is to evolve the menu to cater to a broader clientele without compromising on quality or portions,” explained Richard Scofield, president and CEO of Groupe St-Hubert, in an interview with the in late December Online magazine HRImag. “That's why I'm trying to expand the offering so that there is more choice to meet needs; For example, cheaper plates can be highlighted without misleading the customer. We have to make sure that our dishes are well formulated and that we can explain to our customers what we offer without losing our classics and our culinary identity. »
Owner Francine Brûlé also wants to carry out certain activities in the Enfants Terribles' six establishments. “We will offer happy hour, lower prices after 9 p.m., we will work hard to make our lunch menus more accessible.” » The big difficulty in developing these special menus? “There is nothing more, low prices,” she says bluntly. Everything costs us more. »
Despite the crisis that has rocked the restaurant industry since the start of the pandemic, the businesswoman is positive about the future… provided she is a good leader, even if that means foregoing the bells and whistles.
“It’s management down to the smallest detail. I eat in my restaurants and sometimes I take photos. At some point they'll put in a bunch of sprouts just for decoration, she explains. There's no room for that. We are tight, tight. We can't add another gram. Will my dish really be nicer if I use ten sprouts than if I use four? » The main interested party doubts it. “It's small details. »