SJB products are excellent, but we're not telling you anything new by saying that. ;) (If you've never tasted them, go get some, and it's urgent!!)
You may not know the story of Simon de l'Est (real name Simon Jodoin Bouchard), the creator of the delicious SJB BBQ sauces and dry rubs. Notably, the fact that he opened his own canteen, Chez Simon Cantine Urbaine , on Hochelaga Street in Montreal this year!! "Whaaat!?"
Sprinkle your SJB spices on your popcorn and prepare to learn a lot!
- How did your love for BBQ develop?
It simply developed when I bought my first smoker, in 2014, around the same time as BBQ Québec was preparing its entry into the Montreal region. Over time, I developed my own sauces and my love grew even more.
- What inspired you to create your own products?
At the time, there was nothing on the market really... I dare say that I was pretty much the first, or at least, among the first, to release my own American-style BBQ sauces. There were a few Quebecers who did it, but really American-style, with a logo with a pig's head and English words like "Sweet and Spicy", I think I was pretty much among the first.
- What is the process you take when you decide to create a new dry sauce or marinade?
It all depends on what I see on the market. Afterwards, I also go with my favorites. For example, I had been cooking "jerk" for years at home, so it was normal that I would eventually come out with a "jerk". Afterwards, when we talk about "jerk" or piri piri, it's still BBQ, but less conventional.
I go with what I like; I don't always come out with classic American rubs or glazes. If I feel like coming out with a piri piri, I do it, but it's sure that at the base, my inspiration is very American.
- What makes SJB products unique?
I would say that the only thing that can make my products a little unique is that I was among the first to release them, that I made my place by winning several awards… These are good products that have been on the market for several years; my name is made in Quebec.
- Do you have a favorite SJB product?
Yeah, actually, the Jerk marinade and the Competition sauce overlap. They are two products that are really "favorites" for me.
I've been cooking jerk for a long time and the Jerk marinade took me a while to develop.
Otherwise, the Competition sauce is everyone's favorite; it really stands out with its little peppery taste. Basically, the Competition sauce was used in barbecue competitions, and not just here, in Texas and all over the United States, even in Missouri, so it has proven itself.
- How does it work in competition? How do you stand out?
Since 2019, nothing has happened because of Covid, so I, personally, stopped competing, because being two years without competing and then going back to it is "rough".
Otherwise, what sets ME apart are my products and those from whom I have learned. In 2017, for example, one of my friends, Clinton Ullman, gave me all his techniques for making brisket. Otherwise, I also do trial and error…
- Where did the interest in opening your own canteen come from?
On a whim, like for everything. *Laughs.* My whole life is based on "flipping" a 30 cent...
There was a place in Tétreaultville that I liked and I had seen it for a long time. I told my girlfriend, "If I open a restaurant, it's there!" Then one day, I needed a new challenge, but the owners didn't want to sell. Then Covid arrived and, finally, they said yes and, within 24 hours, our papers were signed and our handshake was done: me and a friend bought their place.
- What kind of meals do you serve in your canteen and how do they differ from those in other canteens?
We serve fast food. It's a very American canteen with chili cheese fries, loaded fries... There's no pogo here. Even our hot dogs are unconventional; they're made with a sausage with smoked jalapenos and cheddar.
The quality of the food is what sets us apart. Everything is homemade — there's no powdered sugar here! — and we use fresh meats of the day.
I also like to incorporate SBJ products into meals at the canteen. For example, there are SJB Brisket spices on the fries we serve at the restaurant.
- What is something people absolutely have to try in your canteen?
The smashed burger! People come for that, mainly. I don't know why, but I created a buzz with that.
With my SJB background, people expected me to open a restaurant, then, once that was done, people started talking about the "smashed burger" and it created a huge craze in Quebec.
- In 5 years, how do you think the Chez Simon canteen will have evolved?
Honestly, I don't know. I'll see where life takes me.
- What are your plans for the next year (for SJB and the canteen)?
New products and new items on the menu. Stay tuned!
If you ever want to try SJB products, our advisors in store or on our website will be able to recommend the products you need! Also, you can go eat directly at Simon's canteen if you want to try his extraordinary meals; there are 24 seats and the canteen is open 5 days a week, from 11 a.m. to 8 p.m. and from 11 a.m. to 7 p.m. on Sundays.
To take a look, head to 8517 rue Hochelaga, in Montreal (Quebec)!