St. Louis Bar & Grill is bringing one of its bestsellers to the freezer aisle – but it might not be the one you’d expect.

The casual dining brand, which claims it has “Canada’s best wings” and frequently courts wing lovers, is actually launching an “All Canadian Angus Beef Burger” into retail.

The burger, what the company says has been a top menu item for decades, is a follow-up to the brand’s Garlic Dill Sauce launch, which first hit shelves at Walmart as a limited time product in late 2021.

It’s “part of a consolidated strategy to expand the reach of the brand into as many Canadian homes as possible,” according to Royal Nasager, VP of marketing.

Nasager tells strategy many of its guests are return visitors and that a big part of what keeps them back is the way they feel when they walk through our doors and the uniquely craveable St. Louis food experience.

“Our customers aren’t shy about telling us they love our food, or asking when they can buy it by the case,” he adds. “We’re catering to an entirely different occasion here. Customers are looking for options, whether that’s takeout or dine-in or making St. Louis products themselves at home.”

Key on pack callouts are “made in Canada” and the percentage of Angus beef.

The burgers are available for purchase in packs of six at Empire’s Sobeys, Longo’s and Foodland banners. More than 400 locations in Ontario and Atlantic Canada will carry the product, as well as online grocery portals like Voila and Longo’s Grocery Gateway. The launch is being promoted in flyers, in-store and through promotional offers.

The launch is one step in St. Louis’ push to become a “lifestyle brand.” With 30 years of history in casual dining, the company has set a course to be “bolder, louder and prouder,” Nasager explains, “growing because we resonate with Canadians of all ages while remaining authentic and distinctive.”

“The heart of the brand has not changed much in 30 years,” he adds. “But we see the opportunity in making ourselves more accessible and visible across multiple channels inside and outside of our restaurants.”

In that spirit, the brand is considering other future product launches at retail, “but the most important factor for us is always the quality,” says Nasager. “If it can’t match what a guest expects to get in our restaurants, we won’t compromise. That said, I think Canadians will be delighted to see what we have in store for them.”

V&CO provided PR support.