There are numerous names in the field of eyecare, but one company is making significant strides—DOYLE Optometrists & Opticians. Committed to delivering personalized eye care and showcasing emerging eyewear brands, Doyle’s philosophy centres around aligning the integrity of eye care with the quality of the chosen eyewear. At the forefront is Patrick Doyle, who, following in the footsteps of the founder, has brought winds of change since taking over in 2015.
The company’s roots trace back to 1978 when Patrick’s father, Luc Doyle, an optometrist, established it with a vision—to be a valuable asset to the neighbourhood and a dedicated service to its residents. Patrick, equipped with a bachelor’s in finance and marketing, joined the family business straight out of business school. His entrepreneurial spirit led him to found an eyewear distribution company at the age of 22, focusing on bringing creative eyewear to independent businesses across Canada.
Patrick’s journey reflects a fusion of business acumen, a passion for eyecare, and a keen understanding of the customer journey. From the time Patrick succeeded his father as CEO, the network grew from 9 to 25 locations, marking a significant evolution in Doyle’s footprint. The expansion aimed not only to attract top talents but also to preserve the company’s autonomy and independence in a shifting industry.
Let’s explore DOYLE Optometrists & Opticians’ pioneering journey in eyecare—where quality meets style and personalized experiences redefine optics excellence!
A Vision for Uncompromising Eyecare
The team at Doyle started to witness a noticeable shift in the eyewear industry a decade ago. New, disruptive brands emerged, bringing in a digitally driven, fast-fashion approach that captivated attention. However, amidst this wave of change, Doyle identified a crucial missing element—medical and technical expertise.
Reflecting on this transformation, Patrick, notes, “We thought really carefully about who we were in this new landscape and what we aspired to be as a company. And where we arrived was a kind of ‘doubling down’ on who we were already. We didn’t want our clients to have to compromise on their health nor on their style.”
Doyle recognizes the importance of offering a seamless fusion of medical precision and fashionable aesthetics. As Patrick emphasizes, “We really stand by the belief that eyewear should be uncompromising. It’s both an essential tool for our clients’ well-being and a style statement that accompanies them in everyday life. And that’s why we’re meticulous about providing the very best on both fronts.”
Nurturing Neighbourhood Connections through Personalized Eyecare
At the heart of Doyle’s approach to eyecare is a commitment to the in-store, in-person experience—an ethos that intertwines seamlessly with the vibrant fabric of the neighbourhoods they call home. While embracing digital innovation for convenience, the soul of the company resides in their boutiques, where experts craft personalized experiences for clients.
Patrick, underscores the significance of client experience, stating, “Our success is, in large part, due to the fact that the client experience isn’t an afterthought or handled by a separate department; it really guides every decision we make in all our teams, company-wide.”
The unique partnership business model adopted by Doyle goes beyond traditional approaches. It not only places an involved owner on-site but also ensures a deep commitment to the success of the business and, more importantly, the care provided to patients. This distinctive approach reflects Doyle’s dedication to creating an atmosphere where clients not only receive expert eyecare but also feel a genuine connection with the local touchpoints.
Bridging Fashion and Expertise in Eyewear
In response to the surge of direct-to-consumer brands like Warby Parker and local players such as Bonlook, the inception of Atelier78 was not just a business decision for the team at Doyle; it was a thoughtful response to a market in flux. Recognizing the positive shift these brands brought—a democratization of fashionable eyewear—the team was equally attuned to the downsides, particularly the de prioritization of optometrist and optician expertise, quality, and customer care.
Motivated to address this, Atelier78 was born in 2014. Patrick, a key figure in the initiative, emphasizes, “We wanted to create accessible eyewear at a predictable price and infuse it with the quality we are known for. It was successful immediately.” The launch not only attracted a younger clientele, as expected, but also emerged as a unifying force within the larger Doyle framework.
Beyond being a brand, Atelier78 embodies Doyle’s core values: collaborative, expert-driven, customer-centric, design-forward, and thoughtful. Patrick reflects on its impact, stating, “So many people, from all corners of the company were called upon for their knowledge, that it has become a vital part of our identity.” This collaboration extended across departments, as individuals pooled their insights to address market gaps identified by opticians in boutiques.
To ensure quality and authenticity, Atelier78 took a hands-on approach. Designers and artists were locally hired to shape collections, and in-person visits to factories in Italy and Asia became routine for quality and condition checks.
Crafting Unforgettable Customer Experiences
In recent years, Doyle has transformed its approach to creating an inviting and enjoyable client experience through a comprehensive redesign of its stores. Moving beyond the traditional clinical setup, they aimed to craft spaces that feel more like welcoming boutiques. This vision was realized with the help of designer Zebulon Perron, known for his innovative work in the hospitality industry.
Patrick explains, “We wanted our clients to feel at home, to enjoy spending time in our spaces. It’s not just about eye care; it’s about creating a unique and memorable experience.” This redesign features custom eyewear displays that invite clients to freely explore and try on different models, breaking away from the typical behind-glass presentations. Other thoughtful touches include Nespresso coffee machines, comfortable barber chairs for fittings, and lens cleaning dispensers, all contributing to a relaxed and engaging atmosphere.
Tech-Forward Approach
Doyle maintains a strategic stance on technology: viewing it as a means to enhance, not replace, the valuable knowledge of their dedicated team. Attending major industry trade shows, including Silmo in Paris, Mido in Milan, and Vision Expo in New York, is a routine for Doyle, ensuring a comprehensive understanding of the latest advancements.
“We see technology as a mean and not an end. In that respect, we are very careful in integrating the right technology to support our patient journey and not use technology to replace valuable knowledge from our team,” explains Patrick, underscoring the deliberate approach to technological integration.
A team of doctors actively follows and tests new technologies, overseeing pilot projects to assess their suitability before implementation across the network. Patrick recognizes the growing role of technology in addressing challenges, particularly the shortage of professionals in the industry.
“I see technology playing a bigger role for the most obvious reason: shortage of professionals, optometrists and opticians,” Patrick notes. While telehealth is advancing rapidly, he views it as a supplementary option, emphasizing, “It is more and more difficult to get good coverage in some areas away from urban centres, and in that case only I see a true advantage.”
Doyle’s commitment to attracting and retaining professionals remains steadfast, going the extra mile to ensure a fulfilling practice within the group. Patrick envisions potential consolidation and the entry of new players in the industry. However, he sees this as an opportunity, stating, “I believe that if we keep investing in people (for example with our partnership program) and we stay very focused on our unique value proposition: Quality eyewear, uncompromising eyecare, and to offer a very different customer journey, we can turn that threat into an opportunity.”
Balancing Technology and Human Touch
Doyle effectively balances the use of advanced technology with maintaining a personalized, human touch in their interactions. While they utilize digital tools to enhance convenience—like simplifying appointment bookings and managing recurring orders—the essence of their service remains deeply rooted in in-person care.
Patrick emphasizes, “Technology should enhance the experience, not replace it.” This approach ensures that clients benefit from the efficiency of modern tools while still receiving the high-quality, face-to-face interaction and care from Doyle’s professional team.
Leading in Product Innovation and Design
Doyle remains at the lead of product innovation and design, constantly evolving to meet the needs of their clientele. A significant example is their in-house brand, Atelier78, created to offer high-quality, fashionable eyewear at accessible prices while providing the team with deeper insights into the eyewear manufacturing process.
“We are always scouting for what’s next and evaluating new trends and technologies that can benefit our clients,” says Patrick. Atelier78 reflects this philosophy by incorporating sustainable materials, building strong relationships with factories, and partnering with top designers. This commitment ensures that Doyle not only meets but exceeds industry standards in both quality and style.
Customer Feedback and Agile Development
Doyle’s success is significantly driven by their responsiveness to customer feedback and their agile management style. They maintain an open line of communication with their teams, constantly gathering insights to stay aligned with client needs and preferences.
Patrick explains, “We are in constant communication with our teams, gathering feedback that allows us to adapt quickly.” This ongoing conversation at Doyle enables to make timely adjustments and ensure that they consistently deliver exceptional service and products tailored to their clients.
Community Engagement and Eye Health Awareness
Doyle’s deep-rooted commitment to the communities they serve goes beyond providing excellent eye care. They actively participate in initiatives to give back and raise awareness about eye health.
“We are very community-focused on everything we do,” notes Patrick. This community engagement includes hyper-local events at store levels and partnerships with organizations like The Laurent Duvernay-Tardif Foundation, which supports youth development—a cause Doyle passionately advocates for.
Accessibility and Affordability in Eye Care
Ensuring that high-quality eye care is accessible and affordable is a core priority for Doyle. They focus on making premium services and products available to a broad spectrum of clients, including underserved populations.
“We start with quality and then look at how we can make that quality accessible,” Patrick states. This approach is evident in their Les Essentiels line and Atelier78 brand, both designed to offer affordable eyewear options without sacrificing quality. Moreover, Doyle maintains services for children and provides emergency care across all locations, reinforcing their commitment to meeting the essential eye care needs of everyone in the community.
Navigating Challenges, Prioritizing Experience
For Patrick and the team at Doyle, the business industry has been a dynamic terrain, marked by a succession of challenges—disruptive business models, the rise of web-based competitors, fast consolidation, and the global impact of events like the COVID-19 pandemic. Despite a sense of calm settling in, the competitive nature of the industry remains ever-present.
“In the short term, the challenge we see is mostly economical. People will need eyecare and good eyewear even in a tougher economy, but obviously morale is also a factor in our industry,” observes Patrick, highlighting the multifaceted nature of the current environment.
Reflecting on the industry’s evolution, Patrick recalls the period around 2014-2015 when concerns surfaced about the perceived high cost of eyewear, opaque pricing structures, and a seemingly complex process. Simultaneously, web-based competitors gained ground with streamlined processes. Doyle’s response, however, wasn’t a hurried embrace of online solutions. Instead, it was rooted in a commitment to listening to customers and acting in their best interest.
“We decided to give our clients more credit than that. We felt like they deserved an explanation and that they were fully capable of understanding our expertise if only they had the information. And it meant we had to prove ourselves to them,” Patrick emphasizes.
Recognizing the success of brands prioritizing client experience, Doyle drew inspiration from industry leaders like Apple and Starbucks. Patrick notes, “Take Apple or Starbucks: they weren’t designing stores based on the past, they were re-imagined for today’s customer.”
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