Article

Smoke’s Poutinerie founder: 'We are entertainers'

Ryan Smolkin, whose Smoke's Poutinerie has opened more than 150 locations in North America in less than 10 years, insists he is in the entertainment business and not the restaurant business.

Ryan Smolkin entertains the crowd. Photo by Matt Tilbury.

March 12, 2019 by Elliot Maras — Editor, Kiosk Marketplace & Vending Times

Duck Dynasty, meet restaurant franchising.

Attendees at the Restaurant Franchising & Innovation Summit in Louisville got a full dose of it Monday night when Ryan Smolkin —founder and CEO of Smoke's Poutinerie, the Ajax, Ontario based franchise chain — donned his trademark red-and-black plaid hunter's hat, sunglasses and hunter's shirt and gave a show that filled the room with laughter.

The outspoken and animated Smolkin worked the crowd like a hunter stalking his prey, playing air guitar and singing to hard rock music to show how he succeeds in the restaurant business — entertaining people.

And succeed Smolkin has, acquiring more than 150 locations in North America in less than 10 years, following a stint in graphics design and branding after earning a bachelor's degree in business administration in 1995. Smolkin wants to increase the popularity of Canada's national iconic dish, poutine, a combination of fried potatoes that are smothered with cheese curds and gravy.

But even given that mission, he confessed to his restaurant franchising colleagues Monday that he is really an entertainer. That was a contention no one could argue with as he pranced about the room exhorting his listeners to do the same thing if they want to succeed.

Smolkin readily acknowledged that a successful foodservice business requires high quality employees and good food. Smoke's Poutinerie offers 30 types of poutine, and grows, picks and ships its own potatoes. Smolkin said he began sourcing his product directly from suppliers his second year in business.

A quest for notoriety

But, "We're not a restaurant," he insisted repeatedly. "We're an entertainment company. We're more than fries, curds and gravy."

A major focus from the brand's beginning has been on media, which Smolkin said was his only tool in the beginning to compete against chains with multi-million-dollar budgets.

"Media, media and more media," he said, presenting slides of no less than 20 national and local magazine clippings.

In pursuit of notoriety, Smolkin has organized numerous events.

"Perception becomes reality," he said.

In his first year, he organized the World Poutine Eating Championship, his signature event. The event has served 8,000 poutines, drawn 100 million media impressions and 20,000 "Plaid Nation" fans.

Three years ago, he organized a charity fundraiser and was able to enlist executives from 26 companies. The charity raised more than $150,000 for the handicapped in a one-day event.

"Nothing makes you feel better than handing over that check," he said.

Getting celebrities, such as the rock band, Kiss, to become fans has also earned media attention.

A willingness to take risks

Smolkin hasn't shied away from controversy in his quest for attention. He created pictures mocking Wendy's and KFC, and even built a mock Stanley Cup trophy from poutine, both actions which incurred criticism from the companies.

"That's media that doesn't cost me anything," he said. "You'll remember the plaid coat even if you don't like what I say," he said.

Smoke's Poutinerie franchisees have created their own events, such as a karaoke challenge, but Smolkin oversees their social media activity.

As successful as he's been, however, the journey is far from over. Smolkin has embarked on a mission to be a global brand. His vision, he said, is "global domination by providing a unique Canadian food experience that will entertain the world."

He plans to launch a nationwide tour of Canada and visit 18 cities in 25 days to serve poutine. He showed slides of similar events in the past, including one in which a man drank the gravy.

"That's entertainment," he said.

Smolkin insisted any brand can create its own story after an attendee asked him what brands can do if they don't have an "Instagram-able" story.

He believes food trucks are excellent marketing tools for restaurants, but he said it requires a dedicated focus. He said it took him a long time to learn how to operate a food truck successfully.

"As a brand extension to brick and mortar, it's fabulous for us," he said.

The company offers food trucks to existing franchisees.

Smoke's Poutinerie customers have included the Toronto Zoo, the University of Alberta, Durham College, the Toronto Maple Leafs and Toronto Pearson International Airport.