St-Hubert Unleashes New Growth Strategy with BBQ-Flavored Dog Treats

BOISBRIAND, QC – June 19, 2026 – St-Hubert, a name synonymous with rotisserie chicken in Canada for three-quarters of a century, is venturing far beyond the family dinner table for its latest product launch. In a move that cleverly blends brand heritage with a powerful consumer trend, the company has partnered with Quebec pet retail giant Mondou to introduce "Croquetterie St-Hubert"—a limited-edition dog treat inspired by its famous BBQ chicken flavor. This initiative, part of its 75th-anniversary celebration, is more than a novelty; it's a calculated step into the lucrative and rapidly expanding pet care market.

The collaboration brings together two Quebec-based powerhouses. St-Hubert, founded in 1951, operates 119 restaurants and a vast retail food division, while Mondou, established in 1938, commands a network of over 100 pet-focused stores. The new treat, developed with the LG2 agency, will be available starting June 22 in a 100g format across St-Hubert locations in Quebec, Ontario, and New Brunswick, as well as in all of Mondou's Quebec stores, marking a significant cross-promotional effort.

Tapping into the Pet Humanization Gold Rush

At its core, St-Hubert's move is a savvy response to the "pet humanization" phenomenon, a cultural and economic shift where pet owners increasingly treat their animals as integral family members. This trend has fueled explosive growth in the premium pet products sector, with consumers eagerly spending on high-quality foods, specialized services, and novel treats that mirror their own lifestyle choices. The global pet snacks and treats market, valued at over USD 40 billion in 2024, is projected to nearly double to USD 79.23 billion by 2030. In Canada alone, the market is on a trajectory to hit US$4.4 billion by the same year.

This launch allows St-Hubert to capitalize on this wave without building a new brand from scratch. Instead, it is extending the equity of its most iconic asset—its signature BBQ flavor—into a new category. For millions of Canadians, the taste of St-Hubert is a nostalgic, comforting experience. By offering a pet-safe version of that experience, the company allows consumers to share a beloved brand with their four-legged companions, deepening emotional connection and brand loyalty. "In our goal of delighting our customers, we thought it would be fun to offer a St-Hubert-flavoured treat to our favourite pet," stated Richard Scofield, President of St-Hubert. This statement, while lighthearted, underscores a deep understanding of the modern consumer's desire to include pets in celebratory family moments.

The strategy also aligns with St-Hubert's broader push for innovation. The company recently announced a strategic investment of nearly $50 million by 2026 to modernize its restaurants and food manufacturing plants. This dog treat venture, while smaller in scale, demonstrates a similar forward-thinking mindset: leveraging core strengths to explore adjacent, high-growth markets.

A Partnership Rooted in Quebec Heritage

The collaboration is as much about shared identity as it is about market opportunity. Both St-Hubert and Mondou are legacy Quebec businesses with deep roots in their communities. This partnership reinforces a powerful "buy local" narrative, creating a synergy that resonates strongly within their home province. Mondou, which has grown from a single store in 1938 to a retail leader with an estimated annual revenue nearing $165 million, provides the perfect distribution channel and an endorsement of pet-centric expertise.

Sophie Provencher, Chief Executive Officer of Groupe Legault, Mondou's parent company, highlighted this shared foundation. "Partnering with St-Hubert for its 75th anniversary is a privilege for Mondou, as we share a unique connection with local families and a strong Quebec entrepreneurial heritage," she explained. The treat is being released under Mondou's exclusive Petstory brand, lending it instant credibility among discerning pet owners.

This joint venture serves as a masterclass in collaborative marketing. St-Hubert gains immediate access to a dedicated audience of pet lovers through Mondou's extensive retail footprint and trusted reputation. In return, Mondou gets to offer an exclusive, high-profile product that drives traffic to its stores and reinforces its image as an innovative retailer. It's a mutually beneficial arrangement that allows both companies to expand their reach and engage customers in a new, playful way. As Provencher noted, it's a "true gift for our shared customers" and a way for pet owners to "take part in this major celebration."

From Concept to Commercialization: Navigating a New Aisle

The journey from a human food concept to a commercial pet product involves unique challenges, particularly concerning safety and formulation. While the idea of a BBQ-chicken-flavored dog treat is appealing, its execution requires careful consideration of canine dietary needs. In Canada, pet food manufacturing is regulated by laws like the Consumer Packaging and Labelling Act, with the Canadian Food Inspection Agency (CFIA) overseeing ingredient safety.

While specific ingredient details for the Croquetterie St-Hubert have not been released, the partnership with Mondou, a specialized pet retailer, suggests a commitment to meeting industry safety standards. The product's success will ultimately depend not just on the novelty but on its quality and palatability for its four-legged consumers. The "limited edition" strategy is another key commercialization tactic. It creates a sense of urgency and exclusivity, encouraging immediate purchase and generating social media buzz. This approach minimizes long-term inventory risk while maximizing marketing impact, a prudent strategy for a legacy brand testing a new product category.

By launching simultaneously in its own restaurants and in Mondou's stores, St-Hubert is executing a multi-channel distribution plan that maximizes visibility and convenience. Customers can pick up a treat for their dog while grabbing their own rotisserie chicken dinner, seamlessly integrating the new product into their existing purchasing habits. This strategic rollout demonstrates a thoughtful approach to converting a clever marketing idea into tangible sales, providing a compelling case study for how established companies can successfully pivot into new commercial territories.