In the competitive world of Canadian hospitality, few have navigated its ups and downs as successfully as PJ L’Heureux. Born and raised in Calgary, L’Heureux’s journey from nightclub DJ to restaurant/bar owner is a testament to his resilience, adaptability, and passion for the industry.
L’Heureux is the force behind CRAFT and Central, two unique restaurant/bar concepts that have gained recognition for their atmosphere and culinary offerings. As the owner of both brands, he’s steadily expanding, with nine locations of CRAFT across Canada and plans for Central’s growth, including its second location which opened in Vancouver in March.
L’Heureux’s path to restaurant ownership wasn’t conventional. Before entering the food industry, he cut his teeth as a promoter and DJ in Calgary’s nightlife scene. “I put myself through university DJing and promoting bars, nightclubs, and restaurants,” L’Heureux recalls. He credits his time as a DJ for helping him hone a unique skill—understanding what appeals to a crowd.
In the late ’90s, the music scene in Calgary, like much of North America, was dominated by Top 40 hits. But L’Heureux found his niche in a rapidly rising genre: hip hop and R&B. “Most bars played Top 40 music, so I found a niche playing hip hop and R&B, which was kind of just bubbling at that time,” he explains. “It did very well for me because, at that time, no one was doing it. So it worked out really well.”
This understanding of what excites people became a valuable asset as L’Heureux transitioned into the restaurant industry, ultimately leading him to open CRAFT in 2011. He said another site could open this year.
Today, L’Heureux’s portfolio includes CRAFT—a “boisterous, social-style” restaurant that caters to large groups and corporate events—and Central, a smaller, more intimate neighbourhood restaurant concept. The two brands share a commitment to great food and service but offer distinct experiences.
“CRAFT is large, it’s boisterous. We’re able to accommodate large groups of 20 or more and host big functions. It’s a place to gather in a really great environment. We pride ourselves on the vibe,” says L’Heureux.
In contrast, Central is “focused on being the best neighbourhood hangout spot” in a more intimate setting. “It’s a modern twist on the neighbourhood restaurant, a little more focused on cocktails and elevated food, all in an environment that’s super inviting and relaxed,” he says.
L’Heureux is determined to keep growing, confident in his team and the loyalty of his customer base.
L’Heureux credits the strength of his team as a major driver of his success. “I’m confident in that we’ve built a great team,” he says. “The team is the key.” He understands that, in an increasingly challenging landscape for restaurants, the ones that thrive are those executing at the highest level.
“It’s a tough landscape for restaurants right now. Since COVID, it’s easy to cut corners. But that’s exactly what you shouldn’t do,” says L’Heureux. “You’ve got to really just be in your business, understand your costs, and understand your guests. The number one reason we’re in the restaurant business is for the guests. Make sure they feel like there’s value for their experience.”
He adds that maintaining quality is paramount, even when faced with rising costs of goods and labour. “You can’t compromise on people or product,” he explains. “It’s about keeping a focus on the experience, the value, and making sure your guests have a memorable time.”
At 50 years old, L’Heureux’s energy and enthusiasm for his work are as high as ever. He credits the fast-paced nature of the restaurant business for keeping him young. “The business keeps you young,” he says. “The team keeps you young. There’s always something new happening, and there’s a lot of great young people doing amazing things in this industry.”
L’Heureux’s deep connection to his team and his customers has been key to his long-term success. And while he’s proud of the growth his brands have experienced, he’s not resting on his laurels. With a sharp focus on quality, community, and innovation, L’Heureux’s vision for Central and CRAFT is only just beginning to take shape.
“I’m just excited about what’s next,” he says. “We’re always looking for new ways to improve and give people a great experience. It’s all about evolving with the times while staying true to what made us successful in the first place.”
L’Heureux’s ability to evolve and remain grounded in the fundamentals of good food, strong service, and a great atmosphere is what continues to drive the success of CRAFT and Central. His journey is a powerful reminder that the best way to stay ahead in business is to keep learning, adapting, and most importantly, staying connected to the people who matter most: your guests and your team.
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