Jean Bédard - A Gorilla Shaking His Cage!

KTY: Today, we are privileged and excited to present Jean Bédard, President of La Cage aux Sports.

The Cage has not only delivered the most succulent, juicy chicken wings to our taste buds and an unforgettable sports experience to its clients, but also mind boggling financial results that are unheard of in the restaurant biz: since 2001 same store sales growth have increased by 40%, total revenues by almost 50%, and share price by 575% - all in a very small market.

Welcome, Jean!

Congratulations on your growing success! You certainly are the top Gorilla in your jungle. So, how does it feel?

Jean: Thank you. It’s exciting being the gorilla, but being on top and staying there requires much hard work. More people are watching us and we have more responsibilities to uphold to our clients, our team, and ourselves. Success equals more pressure to continue to do well and to surpass what we’ve accomplished.

KTY: I hear that you have the Cage’s motto “Sport, Gang, Fun” tattooed to your heart, figuratively speaking of course and I hope! Could you expand on that philosophy?

Jean: We epitomize “Sport, Gang, Fun”. It is a way of life for us, at our restaurants, at the office and even in our homes. We live it, we practice it. We are the typical Cage clients and the Cage spirit runs through our veins.

When we first started to focus on our “Sport, Gang, Fun” brand, some housecleaning was done. Those who did not fit our lifestyle either left or were eventually dismissed. It is important to have the right people on the team.

We aim to offer an unforgettable experience that keeps our clients coming back for more. Enjoying a game at La Cage alone or with companions is the next best thing to having great seats at the stadium!

KTY: What drives you and the team to continually seek out new ideas and experiences for the company and your clients?  What inspires you?

Jean: It’s not easy to continually come up with a stream of new ideas. But, I am constantly stimulated by our team and their energy.

Their youthful presence is inspiring – the average age member of our restaurant employees is 22 years old. The team in charge of marketing and operations is also very young; they’re creative, energetic and are driven to promote excellence. They know what’s hot and what’s going on! They’re tapped into what’s new and trendy.

Our competitive industry also pushes us to stay on top of things and not rest on our laurels.

KTY: Being a dynamic and innovative company, what would it take to get you to the next level? Is there a next level?

Jean: We like to stay at the leading edge. Our future moves include narrow casting, closed circuit TV via Cage TV and offering advertising spots to go along with our casts. In addition to the 4 boxing events (Interbox) we already organize annually at the Bell Center, we also plan to support more local sporting events and find ways to reduce costs of those events. We’re also expanding into sports trips with sports fans travelling together to distant venues in our Cage mobiles!

KTY: Are there ever moments when the team wishes that you were not doing something new and groundbreaking? What do you do to move the troops past this mood?

Jean: It’s difficult to stay on top in the restaurant industry.  We’re constantly researching trends, nutrition and the like. It’s labor intensive.  We need to keep pushing the system further and further.

It’s easy to plateau…and when that happens, you need to make a change…change the organization…change the product…to give the extra boost to break out of the rut.

KTY: What’s been the Cage’s best success story so far? / What’s your proudest moment?

Jean: Ah, to have not only survived a season without hockey games (a big drawer of clients) during the hockey strike, but to have surpassed the sales of the previous year on top of it!

KTY: That’s one heck of an accomplishment! Okay then, so what was the worst move you ever made, and how did you come out of it alive and kicking?

Jean: Hmmm, well, I would have to say that was when we actually started to question and even challenge our existence, our “raison d’être”. In the past decade, locally, we lost the Expos baseball team, a hockey season was cancelled, and provincially, we lost the Nordiques hockey team to the US. It was a dark period in our sports.

We came around and increased our pride and our partnerships with the remaining teams, sports centers, organized Interbox events, sponsored more sporting events and created strategic alliances with beer companies.  We were very proactive. We were determined!

KTY: As a proven smart leader, what do you think are the secret ingredients that propel growing companies towards success?

Jean: Above all, the right staff on your team and the right way to motivate and focus them.

You also need an adaptable organization that follows your customers.

You must figure out where your specialty lies and what you’re good at…and then be exactly that.

Like a hockey team, every member of the team must have an expertise but also the ability to play all angles.

Last but not least, in addition to a long term vision, you need to stay a strategic step or two ahead…just like a Poker game. It has to all be sitting in your head ready to be put in play at a moment’s notice.

KTY: In your mind, who are the “best in class” small companies on the rise that inspire your continuing success – that is, the “diamonds in the rough” so to speak, who have impressed you with their ingenuity and smart thinking?  And, what did these “diamonds in the rough” do to come out shining?

Jean: A couple of my favorites are:

• Couche Tard:  They have a replicable model and even succeeded to export that model to the USA and made it work. Many successful Canadian companies have tried the same and failed.

• Tim Horton’s: They are a packaging and organizing jewel! They have it all down pact. The system, the product, the team…it’s an impressive success story.

KTY: In the spirit of the classic film, “The Good, The Bad and The Ugly”, we could say that we’ve talked about the GOOD. How can companies on the rise avoid becoming the Bad and the Ugly?

Jean: Truly understand what the clients really want from you. Don’t just do things because you want to do them!

It is also crucial to keep creating and activating…to find your sweet spot and build on it.

KTY: You are certainly already surrounded by some wise advisors, but if you could add to them and create an imaginary advisory board made of people with wise wisdom to share from eons past and those currently alive and active today, who would you name to this board to guide promising companies on the rise…and why?

Jean: Beside the creativity of the Cirque du Soleil (who’s already on our Board), it would be interesting to be surrounded by:

• The rigor of BMW

• The magic touch of product packaging and marketing of the NFL!

KTY: Would you care to share some favorite and best advice with other companies wanting to follow in your steps towards success?

Jean: I do not envy those who need to operate with short term goals to meet. They must do their best to not lose sight of the long term either.  They need to be patient, resilient and have their long term plans tucked away and revealed at the right time. They have to keep on their feet!

KTY: Thank you very much for sharing your wisdom and your interesting experiences. Long live the “Sport, Gang, Fun!” lifestyle!