Bâton Rouge

What Bâton Rouge does

Bâton Rouge Grillhouse & Bar is a Canadian full-service restaurant franchise founded in 1992 in Montreal (first unit in Laval, Quebec) and rebranded in 2022 from Bâton Rouge Steakhouse & Bar to its current positioning. The brand operates 28+ franchise locations across Quebec, Ontario, Nova Scotia, New Brunswick, and Alberta, with a recent expansion into a hotel-integrated site at the Crowne Plaza in downtown Moncton. Core menu positioning is flame-grilled BBQ pork back ribs (slow-cooked 7+ hours and ranked #1 in Quebec), premium steaks, and seafood, supported by house-made BBQ sauce, a cocktail program, kids, lunch, and family-meal sub-menus, and seasonal limited-time offerings such as lobster and the Holiday Tower. The business generates revenue through four streams: in-restaurant dine-in and takeout sales, franchise royalties managed under MTY Group (Franchising MTY Inc.), digital gift card sales via the Cashstar platform, and retail grocery products (frozen ribs, marinated flank steaks, fries, steak spice, pulled pork) distributed through Metro, IGA, Provigo, Maxi, Loblaws, and Costco across Quebec, Ontario, and Eastern Canada.

The technology footprint is non-proprietary: no in-house AI/ML systems, no mobile app, and reliance on standard third-party platforms for gift cards (Cashstar), online ordering (orders.batonrouge.ca), and website security (Google reCAPTCHA). Operational differentiation is driven by culinary talent rather than software, with Corporate Chefs Gaétan (joined 2012, Michelin-starred and cruise-ship pedigree) and Charles Dufresne overseeing menu development and retail recipe creation, plus a marketing function (Brand Leader, content, and digital marketing specialists) producing blog, newsletter, social, community-event, and promotional content. Customer segments are horizontally diversified across general dining consumers, families, and corporate groups, with no enterprise B2B accounts of scale; promotions are anchored on weekday Value Days (Monday ribs at $25, Wednesday shareable menus at $75-$89) and a Mon-Fri Happy Hour ($7 beer/wine, $10 cocktails).

The brand is privately held and wholly owned by MTY Group (Franchising MTY Inc.), which holds the Bâton Rouge and Grillhouse & Bar logo trademarks and operates the franchise program through mtyfranchising.com. Within MTY's portfolio of restaurant concepts, Bâton Rouge is the grillhouse/steakhouse-positioned flag, contributing both franchise royalty income and consumer brand equity to the parent group. Recent strategic activity (LaSalle opening in July 2024, Kanata renovation in July 2025, Moncton hotel partnership, Summer 2025 core menu refresh, Value Days launch in August 2025, and Holiday Tower in December 2025) signals active reinvestment in unit productivity and incremental geographic expansion rather than rapid unit-count scaling.

Name

Bâton Rouge

Legal name

Franchising MTY Inc.

Website

https://batonrouge.ca

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Bâton Rouge Grillhouse & Bar is a Canadian full-service restaurant franchise founded in 1992, operating 28+ locations across Quebec, Ontario, Nova Scotia, New Brunswick, and Alberta under MTY Group. It serves individual diners, families, and corporate groups with flame-grilled ribs, steaks, and seafood, complemented by retail grocery products distributed through major Canadian banners.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Food Services and Drinking Places (722), Meat Retailers (445240), Meat Retailers (44524)

SIC

Retail-Eating & Drinking Places (5810), Sausages & Other Prepared Meat Products (2013), Retail-Eating Places (5812)

akta.pro primary industry

Steakhouses & Seafood Restaurants (THAFACAE)

akta.pro secondary industries

BBQ & Smokehouse Fast Casual (THAFABAH), Butcher Shops & Meat Markets (CRAHAHAB), Cooked & RTE Processed Meats (Roasts, Meatloaf, Sliced RTE) (AFANAEAF)

Keywords

• Casual dining restaurants
• Franchise restaurant chain
• Grilled ribs and steaks
• Retail grocery products
• Grillhouse and bar

Headquarters

HQ city

Saint Laurent

HQ country

Canada

HQ region

North America

Offices27 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Restaurant dine-in and takeout sales: Revenue from food and beverage sales at 28+ franchise restaurant locations across Canada. Includes dine-in service, takeout orders, and online ordering.
2. Retail grocery products: Sales of ready-to-eat meals and grocery products through major retailers including Metro, IGA, Provigo, Maxi, Loblaws, and Costco across Quebec, Ontario, and Eastern Canada.
3. Franchise fees: Franchise licensing model where franchisees pay fees to operate under the Bâton Rouge brand, managed through MTY Group franchising.
4. Gift cards: Sale of gift cards through the company's Cashstar platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Bâton Rouge Grillhouse & Bar operates a chain of 28+ franchise restaurants across Canada specializing in flame-grilled BBQ ribs (slow-cooked 7+ hours), premium steaks, seafood (including seasonal lobster), and a full bar program. Beyond dine-in and takeout service, the brand distributes ready-to-eat retail grocery products (frozen ribs, marinated flank steaks, fries, steak spice, pulled pork) through major Canadian grocery chains, and sells digital gift cards through the Cashstar platform.

Product overview

Bâton Rouge Grillhouse & Bar is a Canadian restaurant chain operating 28+ locations across Quebec, Ontario, and Nova Scotia since 1992. The core offering is a full-service dining experience centered on flame-grilled BBQ ribs, premium steaks, and seafood. The product portfolio includes multiple sub-menus (lobster, kids, cocktails, desserts, lunch, family meals), takeout and pickup services, group/private dining bookings, and retail grocery products (frozen ribs, marinated steaks, fries, steak spice, pulled pork) sold through major Canadian retailers. Promotional programs include Happy Hour (Mon-Fri 3-6PM), Value Days (Mondays for ribs, Wednesdays for sharing menus), seasonal Limited Time Offerings (Lobster Menu, Nostalgia Menu, Holiday Tower), and franchise opportunities. The company also maintains a blog featuring recipes, signature dishes, and company news.

Differentiator

Problem solved

Functional benefit

Products and services

• Bâton Rouge Grillhouse Dining Experience Full-service grillhouse dining offering flame-grilled BBQ pork back ribs (slow-cooked 7+ hours), premium steaks, seafood, salads, and desserts in a warm, welcoming restaurant atmosphere for individuals and groups.
• Kids Menu Child-friendly menu for kids aged 12 and under featuring BBQ chicken breast, half-rack of BBQ pork back ribs, pasta, chicken tenders, and mini burgers.
• Lobster Menu (Seasonal) Seasonal lobster menu featuring lobster tail dishes and seafood offerings available at select times throughout the year.
• Cocktail Menu Signature cocktails and mocktails including BR Caesar, Old Fashioned Fum\u00e9, margaritas, sangrias, and non-alcoholic options like Spritz, Espresso Martini, and London Mule.
• Beer and Wine Selection Beer on tap including Coors Light, Rickard's Red, Blue Moon, and Molson Canadian, plus a wine selection with varieties from France, Italy, New Zealand, Argentina, and Germany.
• Dessert Menu In-house Canadian-made desserts including Cinnamon Bun, Decadent Brownie, Basque Cheesecake, Peach Cobbler, Chocolate Cake, and Crème Brûlée.
• Lunch Menu Exclusive lunch menu at select locations featuring lighter portions and local favorites at lower prices than the main dinner menu.
• Takeout & Pickup Family Meals Order-ahead family meal packages for convenient takeout and pickup at franchise locations, ordered through orders.batonrouge.ca.
• Group Bookings & Private Dining Accommodations for large parties with flexible seating, private and semi-private dining rooms for celebrations, corporate events, and group occasions.
• Bâton Rouge Gift Cards Digital gift cards sold through the Cashstar platform and redeemable at all Bâton Rouge locations.
• Bâton Rouge Franchise Opportunities Franchise program enabling entrepreneurs to open and operate Bâton Rouge Grillhouse & Bar restaurants under the parent MTY Group franchisor.
• Bâton Rouge Signature Ribs (Retail) Slow-cooked, fall-off-the-bone tender pork back ribs coated in legendary Bâton Rouge BBQ sauce, sold at Metro, IGA, Provigo, Maxi, Loblaws, and Costco.
• Bâton Rouge Marinated Flank Steaks (Retail) Tender, flavorful marinated flank steaks ready for grilling, pan-searing, or oven cooking, sold at major Canadian grocery retailers.
• Bâton Rouge Signature Fries (Retail) Crispy, golden, lightly seasoned frozen fries bringing restaurant-quality crunch to home cooking, sold at major Canadian grocery retailers.
• Bâton Rouge Steak Spice (Retail) Seasoning blend crafted for rich, savory flavor, ideal for grilling or pan-searing steaks, burgers, or roasted potatoes, sold at major Canadian grocery retailers.
• Pulled Pork (Retail) Ready-to-eat pulled pork product for recreating the Bâton Rouge experience at home, available at supermarkets including IGA and Costco.

Quantifiable outcome

• BBQ Pork Back Ribs ranked #1 in Quebec for ribs
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• MTY Group (Franchising MTY Inc.)coreStrategic or Co-development PartnerParent company and franchisor for Bâton Rouge brand. MTY Group is a major Canadian restaurant franchisor managing multiple brands. Owns Bâton Rouge trademark and oversees franchise operations.
• Canvas ClubminorStrategic or Co-development PartnerCollaboration for Paint & Sip Cocktail Club events at Bâton Rouge LaSalle location. Canvas Club provides art instructors for guided painting workshops during special events.
• Crowne Plaza MonctonminorStrategic or Co-development PartnerBâton Rouge's first hotel partnership - restaurant located inside the Crowne Plaza building in downtown Moncton, marking a bold step forward in hospitality integration.
• MetrocoreChannel Partner/ Reseller/ DistributorMajor Canadian grocery retailer distributing Bâton Rouge retail products including signature ribs, marinated flank steaks, fries, and steak spice.
• Costco CanadacoreChannel Partner/ Reseller/ DistributorWarehouse retailer distributing Bâton Rouge retail grocery products across Canada.
• IGAcoreChannel Partner/ Reseller/ DistributorIndependent grocers association distributing Bâton Rouge retail products in Quebec.
• LoblawscoreChannel Partner/ Reseller/ DistributorMajor Canadian grocery chain distributing Bâton Rouge retail products.
• ProvigocoreChannel Partner/ Reseller/ DistributorLoblaw banner grocery stores distributing Bâton Rouge retail products.
• MaxicoreChannel Partner/ Reseller/ DistributorMaxi grocery stores (Metro banner) distributing Bâton Rouge retail products.

Scale indicators3 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Swiss Chalet: Iconic Canadian casual dining chain also owned by MTY Group/Franchising MTY Inc. Direct portfolio sibling with comparable franchise model, dine-in/takeout offering, and Canadian footprint — strongest operational comparison for franchise economics and brand management.
• Boston Pizza: Canada's largest casual dining chain with 380+ locations. Direct competitor across family dining, group occasions, and sports bar/grillhouse occasions; overlaps in family meals, value promotions, and multi-province Canadian footprint.
• The Keg Steakhouse + Bar: Largest Canadian steakhouse chain with ~100 locations. Directly competes with Bâton Rouge in the full-service steakhouse/grillhouse segment in Ontario and other provinces, with overlapping customer base and comparable mid-premium price points.
• Montana's BBQ & Bar: Canadian BBQ-focused casual dining chain owned by Recipe Unlimited (Cara). Directly competes with Bâton Rouge on signature ribs, smokehouse BBQ positioning, and casual grillhouse dining occasion across multiple provinces.
• St-Hubert: Quebec-headquartered rotisserie chicken and BBQ casual dining chain owned by MTY Group. Directly comparable as an MTY portfolio brand with Quebec heritage, franchise model, and rotisserie/BBQ menu overlap with Bâton Rouge's grillhouse positioning.

Broad incumbents

• Earls Kitchen + Bar: Canadian premium casual dining chain with broad menu (steaks, ribs, seafood). Competes with Bâton Rouge in the casual upscale dining occasion in Western Canada and Ontario, though positioned at a higher price tier.
• Joey Restaurants: Canadian premium casual dining chain (Joey Eaton Centre, Joey Sherway, etc.) with comparable global grill-focused menu and bar positioning. Overlaps in casual upscale dining occasions in major Canadian metros.
• Harvey's: Canadian burger QSR chain also under MTY Group ownership. Comparable as an MTY portfolio brand with established Canadian franchise model and franchisee network, though positioned in QSR rather than full-service.
• Cactus Club Cafe: Canadian premium casual dining chain with comparable grill-focused menu and bar program. Competes for the same premium casual dining occasion in Western Canada and select Ontario markets.
• Moxies: Canadian premium casual dining chain with comparable grillhouse menu (burgers, steaks, ribs) and bar program. Competes for the same casual dining occasion and price-point customer, particularly in Ontario markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bâton Rouge