Backed by five generations of Cantors, local family business “The Butchery” is pushing into the social media landscape in a “necessary” change to keep the business thriving long-term.
The Butchery in Bells Corners has picked up more than 8,000 followers on Instagram as a result of the effort.
The shop initially opened in 1980 as a fresh meat vendor, with a burger shack called Vera’s Burgers on the side. It’s operated as a family business ever since.
Jonah Cantor is the fifth generation in the business and the brains behind the social media strategy. He’s worked with his brother and dad to bring The Butchery to people’s phones and computers.
“We started doing videos and we figured this is the next step to adapt to what the culture is nowadays,” he said.
When Capital Current visited during a recent Monday lunch rush, the dining area was full and bustling with chatter. Though the Butchery has a loyal customer base, they still wanted to appeal to a younger generation.
It’s a wise move, says Usman Amjad, of Parc Loft Digital, which helps businesses grow their online brands, among other services.
“I think the smart business owners know that to really build sales for the future especially, they have to connect with the young people and build that early,” Amjad said.
Chris Jelley, a 24 year old criminology graduate from the University of Ottawa, said he found out about The Butchery on Instagram because his friends started liking and sharing posts from the business.
“I like that their videos are lighthearted and engaging. The videos really showcased their personalities, which is why I visited the shop,” said Jelley.
Most of the Butchery’s content features Cantor, his dad, his brother and other staff dancing, or showcasing their latest deals. Their high-energy personalities shine in their videos.
Jelley says he has been to the butchery more than 30 times in the past year. His favourite items are Vera burgers, the “chipotle maple chicken breasts” and their T-bone and ribeye steaks. Jelley describes the food as “amazing.”
“The quality of their food is what kept me going back,” said Jelley.
Amjad says The Butchery is an anomaly — their social media following is “a pretty big deal.”
“You don’t typically find meat shops with large social media followings,” said Amjad. “I mean, of course, if they’re like a retailer or selling clothes or fashion or something that’s very visual. Those types of businesses typically seem to see better growth.”
Amjad calls social media the “modern storefront,” saying a strong online presence is a legitimate marketing strategy. Businesses do not have to chase huge numbers of followers, he says, adding, it’s more important to have “a visible, credible presence.”
“In the marketing world, there’s such a huge focus on connecting with the consumer. Social media typically is the easiest way to actually build your brand and have some personality,” said Amjad. “No one’s connecting to the meat. They’re connecting to the actual store, and the brand itself.”
Cantor says social media has given the family a chance to be more personal.
“A lot of people didn’t know who we are or what we do and what our store looked like,” he said. “It gave them a little bit of an in-depth look on us and the energy we bring to our customers versus just going on a website to check us out.”
Cantor says the secret is the consistency of their content. They post a mix of promotional and lighthearted content on Instagram at least five times a week.
“People think it’s very easy to do social media,” he said. “Sometimes you might not want to get in front of the camera that day, but you need to be active on it.”
They have a social media volunteer who comes in around once every week to make professional looking posts, but Cantor says their casual content often gets more likes and views. Most days, Cantor records the videos on his phone with help from other team members.
Cantor says his favourites to make are the ones with his brother and dad.
“The goofiness in our dynamic is unmatched,” said Cantor.
Even though it isn’t always easy to balance content creation with actual customer service, Cantor says they try to cater to customers both in and out of the store.
“People are used to seeing your face every week on [social media],” he said, “and you kind of have to give the people what they’re looking for.”
