BeaverTails, the iconic Canadian pastry brand, is gearing up for significant growth, with a keen focus on the U.S. market, according to CEO Pino Di Ioia. Known for its indulgent fried pastries and a growing range of innovative offerings, the company has reached a pivotal point in its evolution.
“We’ve exhausted Canadian tourist centres and we like big stores like the Whistler one we did and the Banff one,” Di Ioia explained. “There’s not many of those left here, which is great for the iconicism of our brand. But in order to grow, we’ve got to go to the U.S. side.”
Expansion Plans in the U.S.
BeaverTails’ strategy for U.S. expansion targets areas with strong ties to tourism and outdoor activities. “Our big focus now is the big USA,” Di Ioia said, highlighting ski resorts on the West Coast and select regions on the East Coast as key locations. “We’re debating between the Northeast, closer to home, or Fort Lauderdale, which for many at least Quebeckers is even closer to home.”
The brand already has a modest presence in the United States, with operations in a few amusement parks and a mobile trailer in Arkansas. “We’d like to do two [locations] a year,” said Di Ioia. “Our brand is special. We want to do it right.
“Based on just Canadian numbers, it should be easily 500 or 1,000 stores. That’s realistic. But we’re going much humbler than that. We’d like to do two a year.”
Strong Growth in 2024
BeaverTails achieved nearly 10% growth in 2024, a record year for the company. “Including inflation, it was another strong year for us,” Di Ioia noted. Tourist hotspots have been a significant driver of success, as both Canadian and international visitors indulge in the iconic treat.
“Whether you’re a Canadian on vacation or an international person visiting Canada, we’re in all the tour books,” said Di Ioia. “Cruise ships don’t even advertise for us, but they recommend us as a must-do.”
Diversified Offerings and Post-COVID Trends
The company’s portfolio has expanded significantly in recent years, including take-home versions of BeaverTails, savory options like poutine and BeaverDogs, and a growing ice cream business. “We’re Canada’s largest Canadian-owned ice cream parlor. We have about 60 operations selling ice cream,” Di Ioia said, noting that ice cream has become “quite big” in their operations. “It’s becoming big and growing as part of our business.”
Di Ioia attributed part of this success to changing consumer behavior during COVID-19. “COVID allowed everybody to rewrite the rules,” he said. “We find ourselves at a good moment.”
A Brand Built on Fun
BeaverTails continues to embrace creative projects that enhance its celebratory brand image. One example was their limited-edition Polarized Vodka. “It’s a little fireworks on our brand,” Di Ioia said. “If it comes out, it’s because it was fun.”
As the company prepares for 2025, Di Ioia hinted at more innovative projects in the pipeline. “We’re working on a few [projects] that we can’t talk about yet,” he said. “They’ll be fun if we do them.”
Looking Ahead
With a measured approach to expansion and a commitment to preserving its unique brand identity, BeaverTails is poised for continued success. “We have a wonderful brand, and we remind ourselves we’re here to curate and take care of it,” Di Ioia said. “Don’t abuse this brand. It’s a weird one, but it is special.”
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