NGU-Group Partners with Foodtastic to Expand Rotisseries Benny in Asia, Launching in Shanghai This Fall
Jacques Houle,Partners the visionary President and CEO of NGU-Group, has announced the signing of an exclusive franchise development agreement with Foodtastic, marking a significant milestone in the international expansion of Rotisseries Benny. As part of the agreement, NGU-Group will open the first two Benny locations in Shanghai, China, this fall, with the ultimate goal of establishing a national presence across the country. This ambitious expansion will make Benny the first Quebec-based restaurant chain to venture into China, setting the stage for a broader international presence.
The plan to expand into Asia has been carefully crafted by Jacques Houle, a highly regarded entrepreneur from Boisbriand, Quebec, whose success in China spans over three decades. Houle has built a reputation for his deep knowledge of the Partners Chinese market, having successfully introduced high-quality imported products to North America. Notably, he played a pivotal role in the introduction of Forno, a brand of premium appliances that are now distributed across North America at affordable prices. Partners With his extensive expertise in both the local market and cultural nuances, Houle sees a tremendous opportunity in China, a country with a population of 1.4 billion people, 620 cities, 262 airports, 5,544 train stations, and over 110,000 highway service areas.
“For more than 50 years, Quebecers have turned to Benny for their delicious rotisserie chicken, savory BBQ sauces, legendary poutine, and diverse menu,” says Houle. “As someone who has enjoyed Benny’s offerings for years, I can confidently say that the Chinese people will love our style of rotisserie chicken. Through my work in China, I’ve witnessed a strong appreciation for roasted meats, particularly chicken, and I am convinced that our unique Quebec-style rotisserie cooking, along with our distinct BBQ sauces, will resonate with the local palate. Benny has perfected these recipes over decades, making it the perfect fit for this market.”
Houle’s vision for Benny’s success in China goes beyond just serving quality food. Driven by his passion for hospitality and a commitment to long-term growth, NGU-Group plans to create a robust franchise network that will offer Chinese consumers an authentic, premium roasted chicken experience. This experience has been enjoyed by Quebecers for over 60 years, and Houle is eager to share it with the people of China, where the demand for high-quality dining experiences is growing rapidly.
Foodtastic, the parent company of Benny, is equally excited about this international venture. Peter Mammas, the President and CEO of Foodtastic, expressed his enthusiasm about partnering with Jacques Houle and his team to bring Benny’s iconic menu to China. “I recently visited Shanghai and saw firsthand how open the market is to our rotisserie-style offering,” says Mammas. Partners“The demand for quality, flavorful food is on the rise in China, and we are confident that our traditional recipes, crafted carefully over the years by Benny’s original founders, will be a hit with Chinese customers.”
Benny’s roots trace back to 1960, when it was founded by a family of poultry farmers in Quebec. Over the decades, Benny has become a beloved institution, renowned for its juicy and tender roasted chicken, distinctive BBQ sauces, and a menu that offers something for everyone. The brand’s success is built on the strength of its secret recipes, which have been passed down through generations, and its commitment to high-quality ingredients and fast-service convenience.
In 2019, Benny was acquired by Foodtastic, a major player in the Canadian restaurant industry. Since then, the company has revitalized the brand, reintroducing Benny’s focus on premium chicken and affordable dining in a fast-service concept. The updated model ensures that families can enjoy a top-tier meal at a price point that suits a variety of budgets. This combination of quality and convenience has contributed to Benny’s enduring popularity in Quebec, and now, with the support of NGU-Group, the brand is poised to bring its culinary delights to a new audience in Asia.
One of the key drivers of Benny’s expansion into Asia is the brand’s adaptability to local tastes while maintaining the essence of its original offerings. Jacques Houle has emphasized the importance of creating a dining experience that aligns with Chinese culinary preferences while staying true to Benny’s core values of quality and flavor. As part of the franchise development agreement, NGU-Group will ensure that each new location in China provides an authentic Benny experience, featuring the brand’s signature roasted chicken and BBQ sauces, which have become iconic in Quebec.
The first two Benny restaurants in Shanghai will serve as flagship locations, setting the standard for the brand’s future growth across China. With a population of over 24 million people, Shanghai offers a dynamic and diverse market for Benny to introduce its concept, and the city’s international appeal makes it an ideal starting point for the expansion. NGU-Group’s long-term strategy includes opening additional locations in other major Chinese cities, with a focus on high-traffic areas such as shopping malls, business districts, and tourist hotspots.
Houle’s extensive experience in China gives him a unique advantage in navigating the complexities of the Chinese market. His understanding of local consumer behavior, preferences, and business practices will be instrumental in ensuring that Benny’s expansion is a success. By leveraging his knowledge and expertise, NGU-Group is well-positioned to build a strong presence in China and become a household name in the country.
Benny’s expansion into China is a testament to the brand’s enduring appeal and the global recognition of Quebec’s culinary traditions. For more than six decades, Benny has been synonymous with high-quality rotisserie chicken and a welcoming atmosphere. Now, thanks to the partnership with Foodtastic and NGU-Group’s vision for international growth, the brand is ready to share its iconic dishes with the world. With a shared passion for hospitality, a commitment to excellence, and a deep respect for tradition, Benny’s future in China looks incredibly promising.
