Roger-Luc Chayer (Image : Piri-Piri)

As part of the Pride Season celebrated around the world, Gay Globe Media has chosen to spotlight its partners and advertisers through a series of in-depth features. These articles highlight not only their talents, products, and services, but also their contributions to the LGBTQ+ community and to society as a whole.

Since opening its first rotisserie restaurant in 2012, Piri Piri has grown into one of Quebec’s leading Portuguese restaurant chains. Founded by Montreal entrepreneur of Portuguese heritage Antoine Charles Assunção, the company was built on a simple vision: introducing the rich flavors of authentic Portuguese cuisine to a wider audience through a modern, fast, and accessible dining concept without ever compromising quality or tradition.

A visionary with a lifelong passion for the restaurant industry, Antoine Charles Assunção set out to combine two worlds that were rarely associated at the time: fast-casual dining and traditional Portuguese flavors. His vision became reality in February 2012 with the opening of the first Piri Piri restaurant. The concept quickly gained popularity among Montreal diners thanks to its charcoal-grilled chicken, homemade marinades, and warm hospitality.

Over the years, the company has experienced steady growth. With locations throughout several Montreal neighborhoods, Piri Piri has earned a reputation for the quality of its food, its welcoming family atmosphere, and its commitment to sharing the culinary traditions of Portugal with an increasingly diverse clientele. This success has also led to the expansion of a strong franchise network, further demonstrating the strength of the business model created by its founder.

Beyond its commercial success, Piri Piri has consistently demonstrated its commitment to the communities it serves. The company promotes an inclusive workplace where respect, diversity, and openness are fundamental values. This philosophy is reflected not only in the diversity of its employees but also in the relationships it builds with its customers every day.

For more than 25 years, Antoine Charles Assunção and the businesses he has led have continuously supported the journalistic work of Gay Globe Media through ongoing advertising partnerships. This long-standing relationship reflects a sustained commitment to an independent LGBTQ+ media organization and to the promotion of diversity, inclusion, and equality. Over the decades, this partnership has helped support journalism dedicated to the realities and experiences of LGBTQ+ communities in Quebec and around the world.

This enduring relationship is part of a broader vision of corporate social responsibility. For Antoine Charles Assunção, supporting community media and encouraging diversity represent values that extend well beyond commercial visibility. They contribute to building a more inclusive society where everyone is recognized, respected, and valued.

Why Is Portuguese Chicken Different from Traditional Rotisserie Chicken?

Portuguese chicken stands apart from traditional rotisserie chicken through its preparation, seasoning, cooking method, and distinctive flavor profile. Although both may be served whole or in pieces, they offer two very different culinary experiences.

The most noticeable difference is the marinade. Portuguese chicken is typically prepared with garlic, paprika, lemon juice, olive oil, bay leaves, oregano, white wine, and, most importantly, piri-piri, the small chili pepper that gives the dish its signature taste. The chicken is usually marinated for several hours—or even overnight—allowing the flavors to penetrate deeply into the meat.

Traditional rotisserie chicken, by comparison, is generally seasoned more simply with salt, pepper, herbs, and occasionally butter or oil.

Portuguese chicken is traditionally grilled over charcoal or an open flame. This cooking method imparts a subtle smoky flavor while producing crispy skin and exceptionally juicy meat.

Rotisserie chicken, on the other hand, is typically cooked on a rotating spit or in a conventional oven, where the heat is more even and produces a different texture.

Another defining characteristic of Portuguese chicken is that it is frequently basted throughout the cooking process with a sauce made from piri-piri, olive oil, garlic, and spices. This enhances its flavor while adding a pleasant level of heat that can easily be adjusted to individual tastes.

Traditional rotisserie chicken is rarely prepared with a spicy sauce incorporated during cooking.

The origins of Portuguese chicken can be traced back to Portugal, where Mediterranean culinary traditions blended with influences from former Portuguese African colonies, particularly Mozambique. It was there that piri-piri peppers became an iconic ingredient in Portuguese cuisine.

Today, Portuguese restaurants continue this tradition by serving grilled chicken celebrated for its perfect balance of spices, aromatic herbs, and charcoal grilling.

Two Distinct Culinary Experiences

While traditional rotisserie chicken is appreciated for its simplicity and comforting flavors, Portuguese chicken delivers a richer and more aromatic experience thanks to its flavorful marinade, charcoal grilling, and famous piri-piri sauce. This unique combination gives the dish its unmistakable identity and explains why it has become popular far beyond Portugal.

Today, Piri Piri continues to grow as a successful Quebec-based company, remaining committed to quality, innovation, respect for its employees, and active community engagement. Its journey demonstrates that it is possible to build a strong and successful brand while remaining true to the human values that make a lasting difference.