A beer and hospitality-focused Ontario restaurant chain is adding more locations despite some signs pointing to a downturn in the economy.
Jennifer Tamse, director of beer and beverage at the at the Charcoal Group of Restaurants, which includes Beertown Public House and Wildcraft Grill & Long Bar, said the company plans to open several new eateries this year and next.
Beertown Public House currently has 12 Ontario locations, including in Barrie, Burlington, Cambridge, Etobicoke, Guelph, two in London, Newmarket, Oakville, Toronto, Waterloo and Whitby.
Beertown and Wildcraft Grill & Long Bar opening 5 locations
The Charcoal Group said it will spend more than $25 million over the next 18 months to open new Wildcraft Grill & Long Bar locations in Burlington and Niagara region.
The Niagara location will open alongside a new Beertown Public House restaurant. Beertown is also targeting new restaurant openings in Peterborough and Richmond Hill this fall.
Why Beertown is expanding, despite a technical recession
While industry analysts have predicted a net loss of 4,000 restaurants across Canada this year due to higher expenses and weaker demand, Beertown has made a conscious decision to expand.
Canada entered a technical recession this spring, following economic contraction in back-to-back quarters.
Tamse said Beertown is listening to value-conscious consumers by holding the line on pricing.
“We’re also seeing rising food and beverage costs and producers are having to raise costs because the cost of grain or hops or yeast is rising,” she said.
Tamse said Beertown is also aware of a weakened economy that may limit consumers’ discretionary spending, such as a night out on the patio.
“We’re also aware that the economy is not in a good place. We’re not quick to increase our prices and we held a lot of our prices from a beverage perspective since September. We just found other ways to eat those costs so we’re not passing them on to the guest and they can still come in and have a great experience.”
How Beertown caters to changing Ontario tastes
Beertown, the flagship component of the Charcoal Group, has prioritized in-person dining and hospitality-first service, while adapting to changing consumer demands. That includes catering to diners who are drinking less or looking for low- or non-alcoholic options for their night out.
What is zebra striping and why are more Beertown guests choosing low-alcohol options?
Tamse said Beertown is witnessing a trend toward mindful moderation, including lower alcohol-by-volume beers, lighter cocktails and easy-drinking formats.
“Particularly, our younger demographic is embracing wellness goals and the desire to moderate their alcohol consumption without sacrificing the social occasion,” said Tamse.
“And then in the beer industry, there’s a shift in brewing advancements toward better low-alcohol beers.”
Tamse noted Beertown and its sister restaurants are putting more time and effort into curating zero-proof cocktails with a special syrup or incorporating products like a zero-proof gin enriched with botanicals.
Tamse has also noticed a trend called “zebra striping” in which guests alternate between alcoholic and non-alcoholic drinks. Named after the black-and-white pattern, the strategy aims to cut alcohol consumption while keeping guests hydrated.
“It’s a way to moderate your consumption and people like to call it zebra striping,” Tamse noted.
Among its canned and bottled beer offerings, two non-alcoholic options are currently among Beertown’s top-10 best sellers. The chain carries about eight non-alcoholic beers and ciders, including an imported lager from Europe, and products from Ontario producers.
What are Beertown customers drinking?
In other trends, Tamse said Beertown continues to see a buy-Canadian mindset among guests who are seeking out local breweries, wineries and Canadian-made brands.
Customers are also gravitating toward ready-to-drink cocktails, with more local breweries getting in on the action. Tamse has also witnessed growing demand for premium, lower-sugar products.
When guests choose imported beers, they tend to seek out classics with long-standing heritage, Tamse added.
Why not all establishments are extending ‘last call’ hours for FIFA World Cup
With the 2026 FIFA World Cup just around the corner, Tamse said Beertown will offer some special programming. Toronto-area locations will feature premium beer brands and imports, including favourites from Europe.
For example, Beertown is promoting Germany’s Bitburger Premium Pilsner, a draft beer that promises a crisp, dry finish with a distinct hoppy taste, and a bright golden colour. Tamse said the beer also pairs well with food.
Ontario’s office of the Attorney General recently announced an extended “last call” running from June 11 to July 19 to support local businesses, hospitality workers and fans during the global soccer event co-hosted by Canada, with matches in Toronto and Vancouver.
While many licensed establishments in the Toronto area will be permitted to extend their alcohol service hours as late as 4 a.m. during the World Cup, not all establishments are taking advantage of the new rules.
Tamse said Beertown hopes to see an increase in business at its Toronto-area locations but has opted not to extend its service hours.
“For us, we may, if we’re seeing the demand there, open a bit earlier but we haven’t made that decision,” Tamse added.
The hospitality chain hopes to ensure employees are taken care of and can still spend time with their families during the World Cup, Tamse added.
