Ashton Takes Over Roy Jucep, Birthplace of Poutine
A major chapter in Quebec’s food history has just been written. The legendary restaurant Le Roy Jucep, recognized in Drummondville as the birthplace of poutine, has officially been passed into new hands. After years of stewardship by entrepreneur Laurent Proulx, the restaurant has now been acquired by Emily Adam and Jean-Christophe Lirette, the owners of the well-known group Ashton.
For many people in Drummondville, this news came as both surprising and reassuring. Roy Jucep isn’t just a restaurant—it’s an institution. Since 1964, it has been rooted on boulevard Saint-Joseph, proudly carrying its claim as the place where poutine was first invented. With this new transition, questions were raised about whether the restaurant might lose its soul. But both the outgoing owner and the new ones have been very clear: Roy Jucep will stay Roy Jucep. It will not be transformed into an Ashton location.
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Laurent Proulx emphasized that this point was central to the agreement. The recipe, the menu, and the unique identity of the restaurant will remain unchanged. “You don’t change a winning recipe,” the new owners assured. Their focus is on stability, respect, and preserving the traditions that made Jucep beloved. Employees will keep their jobs, the management team stays in place, and regulars can expect the same taste and atmosphere they’ve always known.
For Adam and Lirette, this acquisition isn’t just about adding another restaurant to their portfolio. It’s about protecting cultural heritage. Already owners of Ashton, a Quebec chain founded in 1969, they have built a reputation for balancing growth with respect for tradition. They also took over La Banquise, a famous poutine spot in Montreal, in 2023, ensuring that it too preserved its character while benefiting from the operational strength of their group. By adding Roy Jucep to their family, they are extending that same promise—keeping history alive while preparing it for the future.
Laurent Proulx, who had been at the helm since 2022, expressed gratitude during the announcement. He thanked employees, clients, and partners for their support, and encouraged the community to welcome the new owners warmly. He described the handover as friendly, peaceful, and the right step for Jucep’s long-term future. For him, the decision was about ensuring that this icon of Drummondville continues to shine, not just locally but across Quebec and beyond.
The move also carries symbolic weight. Poutine, a dish that has become a global symbol of Quebec’s cuisine, was born at Roy Jucep. By placing the restaurant in the hands of entrepreneurs who are already committed to celebrating and expanding Quebec’s poutine culture, the legacy is being secured for future generations. As Emily Adam and Jean-Christophe Lirette put it, this is a win-win: the staff keeps their place, the customers keep their tradition, and the story of poutine continues to be shared proudly with the world.
In short, while ownership has changed, the heart of Roy Jucep remains the same—a living monument to Quebec’s most famous comfort food, now with fresh energy to carry it forward.
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