Fromagerie Victoria plans its 30th restaurant in Québec City

Fromagerie Victoria plans to open its 30th restaurant in spring 2027 on Rue Soumande, near Fleur de Lys, in Québec City. The 4,700 sq ft project, entrusted to multi-unit franchisee Michaël Girard, is expected to create around 40 jobs. It will strengthen the brand’s presence across the Greater Québec City and Chaudière-Appalaches regions, where it will become its tenth location.

A full-format restaurant near Fleur de Lys

The new restaurant will be built on a former car park at 411 Rue Soumande, in the Les Rivières borough. Developer Trudel, which is overseeing the redevelopment of the Fleur de Lys site, is leading the construction work. The restaurant is scheduled to open by spring 2027 at the latest.

The premises will bring together the various elements of Fromagerie Victoria’s full format: a 164-seat dining room, a terrace, a drive-through, an ice cream counter and a retail area. Rather than a counter with a limited offering, it will combine dining in, drive-through service and product sales.

The project forms part of a changing retail landscape. A Decathlon store is also due to open in the same area in summer 2027, in the shopping centre’s former Sears premises. The two openings are, however, separate projects with their own timelines.

For Fromagerie Victoria, the announced features offer an initial picture of the future restaurant: a large dining room, several service options and around 40 planned jobs. At this stage, the Rue Soumande location remains a planned opening rather than an operating restaurant.

A multi-unit franchisee already established in the region

The project is led by Michaël Girard, who became Fromagerie Victoria’s second franchisee in 2017. He first opened the Lévis restaurant, followed by six more locations in the Capitale-Nationale region. The future Rue Soumande restaurant will therefore build on an established track record within the brand.

This continuity sets the project apart from the arrival of a first-time operator in the network. Here, expansion rests on a partner who has already been involved in several openings and operates restaurants in the markets targeted for regional growth.

For the franchising sector, the project provides a concrete example of growth through an existing multi-unit franchisee. The operator, location, format and opening period have already been announced. These details distinguish this restaurant from other sites the brand is still considering, which should not be treated as confirmed openings.

A predominantly franchised network

Founded in Victoriaville in 1946, Fromagerie Victoria opened its first franchise in Warwick in 2016. According to the press release reported by Mon Victo, it currently has three company-owned restaurants and 26 franchised locations, making 29 establishments in total. The Québec City project is presented as the network’s 30th restaurant.

This split illustrates the central role of franchisees in the brand’s development. Franchised restaurants account for the vast majority of existing locations, while the brand also retains company-owned outlets.

The next opening will consolidate an already substantial regional presence: it will be the tenth location across Greater Québec City and Chaudière-Appalaches. In terms of sourcing, the brand says around 90% of its products come from Québec or other Canadian provinces.

Further markets targeted, with a measured pace of growth

Rue Soumande is not the only potential development opportunity in Québec City. Marketing director Marikim Dion told Le Soleil that up to four other locations in the city are being considered. These remain sites under review, separate from the announced project near Fleur de Lys.

Fromagerie Victoria is also targeting Montréal’s northern suburbs, from Saint-Eustache to Joliette via Saint-Jérôme, as well as new locations in Sherbrooke and Drummondville. Despite these geographical ambitions, management intends to maintain a pace of three to four openings a year, with a focus on ensuring that each restaurant is profitable.

Key takeaway: for prospective franchisees, this project highlights the importance of distinguishing announced restaurants from markets that are merely being targeted. Before assessing an opportunity, check the location, timetable, operating format and financial terms specific to that restaurant.