Craft Beer Market, which operates two locations in Vancouver and an outpost in Victoria, has announced plans to expand to Texas.
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“Texas has a strong sense of community, incredible people, and is one of the fastest-growing states in the U.S. It’s diverse, with major corporate headquarters and a booming tech sector,” PJ L’Heureux, founder and CEO of Craft, explains of the planned destination choice of Dallas. “Additionally, many Canadian companies and affiliates have a presence in Texas, resulting in significant business travel between Texas and our Canadian cities.”
What Texas also has, according to L’Heureux, is size.
“Our concept, given its size and appeal, makes it challenging to establish in every Canadian market. Having already entered most major Canadian cities, we’ve been exploring the U.S. market for the past few years, and the timing is now right for this next step in our growth,” L’Heureux says.
Founded in 2011 in downtown Calgary, the restaurant company operates nine locations across Canada. The idea for the craft beer-focused eatery came about through the founder’s travels.
“I noticed the incredible culture forming in the U.S. around pairing great craft beer with amazing food,” L’Heureux recalls. “There seemed to be a gap in the Canadian market — restaurants and pubs typically offered either outstanding food or excellent beverages, but rarely both.
L’Heureux set out to bridge that gap.
Since its start, Canada’s beer scene has “evolved significantly,” he says, with more taprooms and craft beer brands popping up across the country. That competition has prompted Craft to expand its focus beyond just beer.
“While we continue to feature amazing craft beer, we’ve also shifted focus to include handcrafted cocktails and locally sourced wines, ensuring we meet the evolving tastes of our guests,” L’Heureux says.
“Success in the restaurant industry largely comes down to people,” L’Heureux says. “We’ve been incredibly fortunate to build an exceptional team and continue to attract talented individuals to our brand.”
In addition to expanding south of the border — “The U.S. is a massive market, and we’re thrilled to be a part of it,” L’Heureux says — Craft is eyeing further growth of its operations in Vancouver and Toronto.