St-Hubert BBQ, an iconic Quebec chain that has just been sold to the Ontario company that operates Swiss Chalet restaurants, has been delivering barbecued chicken dinners to Montreal since the 1950s.
A timeline:
1951: Founders Hélène and René Léger open the first St-Hubert BBQ on St-Hubert St., and go on to pioneer home-delivery service in Canada.
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St-Hubert Bar-B-Q restaurant on St-Hubert St. Sept. 16, 1963.
1965: There are now five restaurants in the chain. A commercial version of its secret BBQ sauce hits the market. The company uses a fleet of yellow Volkswagen Beetles, providing delivery at no extra charge. Its rooster-logoed delivery vehicles are still easily recognizable on Montreal streets.
1967: The company sees an opportunity in the huge crowds will converge on Expo 67. It opens two restaurants on the site. Using radio and TV ads, it hooks Quebecers with a catchy jiggle that begins with the words, “ring, ring, ring.”
1970s: The company expands quickly, quadrupling its size over 10 years. In 1972, it introduces a single phone number for all Montreal orders.
1980s: The chain updates its look, with brown-brick exteriors and a rustic feel. Non-smoking sections are introduced.
1987: An aggressive expansion is launched as the company seeks to consolidate its control of the Quebec market and establish strong footholds in Ontario and the Maritimes. It hopes to double in size over three years.
1990s: Children’s meals and play areas are introduced. Le St-Hub Resto-Bar lounges and patios start popping up in some locations.
1992: The chain’s first store, at 6555 St. Hubert St., is closed because it is losing money.
2005: All of the company’s restaurants go smoke-free, a year before provincial regulations required them to do so.
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A St-Hubert restaurant delivery car.
2010: The chain introduces online ordering.
2016: The company, still owned by the Léger family, is sold to Cara.
Sources: St-Hubert BBQ, Montreal Gazette files
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