Birdhouse Wingerie & Bar, the brainchild of co-founder and president Lorne Schwartz as well as co-founder George Massouras, is setting the stage for significant growth with the recent opening of its second location in Laval’s vibrant Centropolis district. Known for its unique fusion of entertainment, ambiance, and high-quality comfort food, the brand is building a loyal following among its target demographic of 18- to 40-year-olds.
“We just opened the second one,” Schwartz confirmed, noting the brand’s expansion into Centropolis. “It’s very much a happy spot. It’s a destination for a lot of people in our target group for a night out.”
A Strategic Location in Centropolis
The new location in Centropolis, which Schwartz describes as “arguably the best location” in the area, is situated on the sunny side of the entertainment hub’s main circle. This premium placement is expected to draw significant foot traffic, adding to the venue’s appeal.
With a 3,300-square-foot interior and a spacious patio accommodating up to 175 people, the Laval location is well-equipped to host guests seeking a lively and upscale experience.
The concept is working with Urban Reform Realty on its real estate needs.
A Unique Concept Driving Success
When asked what sets Birdhouse apart, Schwartz emphasized the atmosphere and entertainment. “What makes it unique is really the menu and the atmosphere,” he explained. “We have a TV wall, a 12-foot by 10-foot LED panel, and big 60-, 70-, 80-inch screens around. But we don’t show sports—we show music videos from the ’80s, ’90s, and 2000s. It really resonates with the guests. They love watching the videos.”
This focus on nostalgic entertainment creates a dynamic environment that resonates with guests. “It really is the combination of unreasonable hospitality, ambiance, and the food,” Schwartz said.
Interestingly, a significant portion of Birdhouse’s clientele is women, who make up 60-65% of guests. “They come because it’s a safe place,” Schwartz explained. “It’s not a pickup place. They come for the music, the cocktails, and the ambiance.”
High-Quality Comfort Food Made Fresh
While entertainment takes centre stage, the menu also plays a pivotal role. “The food is high-quality comfort food,” Schwartz noted, highlighting the smash burgers, fried chicken, and fresh, made-to-order dishes. “Pretty much everything is made in-house and fresh. We make everything a la minute.”
Plans for Expansion in 2025
Looking ahead, Birdhouse is gearing up for ambitious growth. “We plan to open several more [locations] in 2025,” Schwartz shared. The brand is also developing a spinoff concept focused on quick service and a food-centric menu for densely populated areas, with the first location expected by the summer.
“(For Birdhouse), I think we’ll open two more in the next 12 to 18 months,” he said.
In addition to expansion within Quebec, Schwartz revealed that Birdhouse is attracting interest from outside the province. “Even though other provinces seem to have a lot of wing places, we’re not a wing place per se. We’re really an upscale comfort food place that has a focus on wings,” he clarified. “Burgers are amongst our biggest sellers . . . Pretty much everything is made in-house and fresh.”
A Proven Track Record
Since opening its first location in Dollard-des-Ormeaux on Montreal’s West Island in 2022, Birdhouse has maintained an impressive 4.7-star rating on Google with over 2,000 reviews. “To maintain a 4.7 is extremely difficult,” Schwartz said proudly.
With its unique blend of hospitality, entertainment, and fresh comfort food, Birdhouse Wingerie & Bar is poised for success as it continues to expand its footprint across Quebec and beyond.
Related Retail Insider stories:
- Montreal-Based Birdhouse Wingerie & Bar Planning Significant Expansion After 2021 Launch [Interview]
