In Quebec, Sobeys gets grilling with Moishes steaks

IGA has ventured again onto the Main in Montreal to sign another exclusivity deal with one of the city’s venerable restaurants.

Starting on Thursday, IGA stores across Quebec will sell boneless rib steak and New York strip loin steak from Moishes, the famed Saint-Laurent Blvd. steakhouse.

The 14-to-16 ounce cuts are aged for 30 days and are the same as those sold in the restaurant. They’ll sell for between $20 and $25.

“We’re always on the lookout for products like this that have an added value and can bring our meat category to higher levels,” said Pierre Théroux, chief meat merchandiser at Sobeys Quebec.

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Théroux said Moishes has one of the best reputations in the world among steakhouses. It has operated at the same location by the Lighter family since it opened in 1938.

Since March 2013, IGA has also had an exclusivity deal to sell smoked meat from Schwartz’s, another legendary eatery on the Main. However, the smoked meat is not the same as that available in the restaurant.

READ: IGA inks exclusive deal with smoked meat specialist Schwartz's

Théroux said there is growing consumer demand for different types of beef, ranging from dried aged beef to AAA Angus and the Moishes steaks fit perfectly into this niche.

For about a year, IGA has also had an exclusivity deal to sell Moishes roast beef sliced at the counter or in self-serve format. “We’re very satisfied with the sales to date,” he said.

In another exclusivity deal, IGA sells spare ribs from the Bâton Rouge restaurant chain.

“We’re very, very happy with the results” of the various exclusivity deals, Théroux said, noting that they allow IGA to stand out from its competitors.

Moishes also has non-exclusive deals with a number of grocers to sell Kosher dill pickles, cole slaw, potato salad and sausages. Sales of its branded products now surpass its restaurant sales.

Théroux said the Moishes steaks will eventually be sold coast-to-coast at Sobeys.

The steaks will be promoted in IGA circulars and elsewhere. “We’re strongly confident we’re going to revolutionize barbecue season this summer,” he said.