Benny & Co., Quebec's largest family-run rotisserie chain, is now present in downtown Montreal with the opening of its 66th rotisserie, which marks the launch of its new restaurant concept. Entirely developed by the next generation of the Benny family, this concept required more than two and a half years of work and offers a renewed customer experience that reflects Benny & Co's vision for the future.
The new concept unveiled today presents an evolution of the original restaurant of the banner created in 2006 and will be rolled out across the chain. It will promote the expansion of Benny & Co rotisseries. in urban centers, in Quebec and in Ontario, unlike the model preceding restaurants which was more suitable for large spaces in the suburbs.
“This new concept was initially intended to offer a renewed experience only to customers in large urban centers, where spaces in buildings are more limited. The pandemic will have given us an additional year to complete an introspection, rethink the project and revise our plans. What started out as an urban concept has become Benny & Co's concept for the future. with a whole new image, ”said Elisabeth Benny, Vice-President Marketing and Public Relations at Benny & Co.
Participate in the revival of the city center
Benny & Co. is proud to be part of the relaunch of downtown and offers a whole new destination to savor the authentic Benny family roast chicken. The opening of the three restaurants in Montreal represents an investment of $ 4.5M and the creation of 100 jobs. The Benny & Co. Ville-Marie, located at 1175, boul. Robert-Bourassa, now offers counter service and delivery service. The Benny & Co. Rosemont, established at 450, rue Beaubien Est, and the Benny & Co. St-Jacques, located at 201, rue St-Jacques, will open during the summer of 2021.
“The COVID-19 pandemic has hit downtown Montreal hard, but it has not altered its attractiveness, as the decision of Benny & Co demonstrates. to open two new rotisseries in the city center. The economic recovery of Montreal and its downtown is underway and we are confident, thanks to the contribution of partners like Benny & Co., To be able to make it a success, ”declared Valérie Plante, Mayor of Montreal.
“We are very happy that Benny & Co., A Quebec family business, has chosen downtown Montreal to unveil its new concept and vision for catering. Further proof that, despite the pandemic, the city center remains the perfect place to invest. Benny & Co's project and innovative business model. will undoubtedly contribute to the dynamism of downtown, ”added Glenn Castanheira, General Manager of Montreal Centre-Ville.
“To reflect the identity of Benny & Co. in a smaller space, while improving the ambience and customer experience in the dining room was a challenge that we were able to meet. It is an important adaptation of our business model which opens the door to new opportunities for us, ”indicated Nicolas Filiatrault and Jean-Christophe Benny, respectively Vice-President Finance and Administration and Director of Market Development at Benny & Co.
A new customer experience in a more mature atmosphere
Thus, Benny & Co. offers a modern and refined dining room incorporating a bar area in the heart of a sound atmosphere and lighting that will be adapted during the day. Also, a new counter will offer ready-to-eat meals to go, which is ideal for customers in a hurry.
Benny & Co. continued its collaboration with its local partners, including Drumco Construction for the execution of the work in the building, Pic-Bois Design for the creation of new custom furniture, and the agencies AX Design and Ogilvy Montreal for the development of the concept.
“We were inspired by the values ??of the Benny family and this gives a concept with a resolutely sympathetic, warm and authentic character ?! The use of natural and ecological materials such as wooden tables, concrete, brick walls as well as artisanal and local lighting fixtures will make the place one of the friendliest in town, ”said Annie Giroux, president and founder of AX Design, which has worked with the family business for over 20 years.
“Our collaboration with our local partners continues both in terms of design and supply. Our menu remains the same, but will offer a new presentation of the dishes in the dining room. We call it our comfortable service, which means that the customer chooses to order at the counter or at the table using their smartphone, then an assured waiter.
will be the service. We look forward to the reopening of the dining rooms to introduce this brand new experience to our customers, ”added Marc-Antoine Benny, Vice-President of Supply at Benny & Co.
In addition to the two other restaurants that will soon open in Montreal, new restaurants will open in Drummondville, Magog and Terrebonne in 2021.
About Benny & Co.
Benny & Co., The largest family rotisserie in Quebec, with its network of 66 branches in Quebec and Ontario, excels in cooking roast chicken thanks to its exclusive three-hour slow cooking technique developed by co-founder Gilles Benny. Maître Rôtisseur since 1960, the 4th generation company is still 100% owned by the members of the Benny family and employs more than 2,100 people. Benny & Co. sells over nine million roast chicken meals per year and is recognized by the Aliments du Québec au menu program. For more information: www.benny-co.com.
Photo credit: Thierry du Bois OSA
