Business Profile

This was one of my first articles I wrote at school. It's about a videostore/cafe located in the Plateau of Montreal. I really enjoyed writing this piece, interviewing the characters... and basically getting out there as a journalist.

The Facts on TorréFiction:

Plateau video store provides food, films and friendliness

MONTREAL – Walking into a video store was always a pet peeve for Francois Bourcier. “They are dirty and they smell bad and you never feel welcome. That’s not friendly,” said Bourcier.

Often confronted with this problem, he decided to take matters into his own hands.

TorréFiction was Bourcier’s response. A self-proclaimed ‘video-café’, TorréFiction takes a unique approach to video rental stores. Bourcier, 34, wanted choosing a film to be an interactive experience where customers can sit, have a cup of coffee and bite to eat.

Its name became a play on words. From the French ‘torrefaction,’ the act of roasting coffee beans, Bourcier also wanted to depict his love for cinema, in which the ‘fiction’ comes into play.

It was 1998 when Bourcier and co-owner Pierre-Olivier Masse began work on the project. Writing a proposal for a video store was difficult, knowing they are located on every major street in Montreal. “We also knew that seven out of ten video stores close within the first year of business,” said Bourcier.

In 2004, Masse and Bourcier entered their proposal in the Quebec Entrepreneurship Contest and won the $500 Coup de Coeur prize. Along with their $145,000 from bank loan and savings, Bourcier took out an additional loan from his own insurance to get started.

TorréFiction set up shop in the Plateau on Laurier Ave., an area that is “young and hip” said Bourcier. “The people are well educated,” he adds, perfect for young cinéphiles who appreciate the art of cinéma répertoire.

New customers are pleasantly surprised to see a café at their disposal after being greeted by a row of vintage theater seats in the front window and classic film posters along the brick wall. “I have lunch here once a week” said customer Stephanie Lacoste. “The soups and Paninis are always good.” The café also offers a myriad of drinks, salads and tarts.

Bourcier gets his food supply from local stock houses, using any extra cash for ordering more films from local video vendor Videoglobe.

The majority of the films are from Bourcier’s personal library. Collecting films when he managed a video retail store, TorréFiction is home to every genre. You not only find the most recent blockbusters but a range of classic American and international films, from Hitchcock to Fellini to Rohmer and Allen.

Since opening, TorréFiction has managed to increase its weekly profit by $200, an annual profit of roughly $34,000. But Bourcier still faces new challenges. “Since 2004, six video stores in the area have closed,” said Bourcier, who still hasn’t upgraded to Blu-ray format.

Although internet downloading and digital cable threaten the existence of video outlets, Bourcier is not afraid of change. “You have to try new forms of management to make money.”

TorréFiction‘s friendly demeanor takes itself seriously. Every year, TorréFiction hosts an annual meet and greet for all customers to get to know each other better. “This way we can thank them personally,” said staff member Enrique “because the best part of my job is working with the customers. They make my job fun.”

TorréFiction
807, avenue Laurier Est,
Montréal