Written By Olena Riznyk
STRATHROY - Craig Robinson, a Strathroy native, has turned his long-time dream into reality by opening a unique candy store in town. His journey from working at McDonald’s for 16 years to becoming a business owner is one of persistence and adaptation.
“I was born and raised in Strathroy,” Robinson shared. “I attended Adelaide WG MacDonald School, then SDCI, and later went to the University of Windsor. I came back with debt and worked in fast-food restaurants, including Little Caesars and McDonald’s.”
His time at McDonald’s taught him valuable skills. “I did everything from unloading trucks to training crew members,” he said. “It helped me understand the business and working with people. Eventually, I paid off my debts and saved some money, which led me to invest in something sustainable.”
Initially, Robinson wanted to open a restaurant, but financial constraints led him to pivot. “Finding an affordable space was tough,” he admitted. “So, I decided to start with a retail store and later reinvest in a restaurant. Candy was a perfect choice – it’s nostalgic, trendy, and Strathroy didn’t have a dedicated candy store.”
Thus, Provocative Sweets was born. “The name is strategic – provocative means to stir thoughts and emotions, and candy does just that,” he explained.
The idea took shape quickly. “In two months, I went from researching candy stores on YouTube to opening my own. Most people don’t realize how vast the candy industry is – over four billion dollars globally. We feature products from Japan, Taiwan, Mexico, Spain, the UK, Germany, the US, and local Ontario-made sweets.”
Starting a business wasn’t easy. “There’s no manual for this,” Robinson said. “I had to figure out costs, suppliers, and logistics. The biggest challenge now is creating awareness. I’m holding raffles, giveaways, and seasonal events to engage the community.”
His family has been a huge support. “My parents are retired but fully supportive. My sister helps with decorations and window displays – she’s like my unofficial creative director.”
Provocative Sweets has gained attention for its unique selection of rare international candies and nostalgic treats. Customers appreciate the variety and the chance to try sweets from different cultures.
Reflecting on his journey, Robinson is optimistic. “Leaving McDonald’s was a big step, but this is my dream. Hopefully, it leads to my own restaurant one day. If anyone needs business advice, I’d be happy to share what I’ve learned.”
