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New ads for La Queue de Cheval

g
grillit Dec 16, 2008 10:22 AM

I don't know if the mods will allow this, as I'm posting images of a new billboard campaign for the much loved/much hated steakhouse, La Queue de Cheval. The purpose of my post is not to "promote" the restaurant, however. I'm trying to understand how this kind of campaign can possibly draw the critical mass necessary to run a restaurant in today's Montreal.

There's no argument that the ads are effective as an attention grab, but in today's economic climate, I question the legitimacy of a strategy that involves screaming "WE ARE EXPENSIVE" at the top of one's lungs. We can presume that the patrons of the establishment are well to do, and prefer to dine where "social status" trumps the overall dining experience. The question is, does the city of Montreal have a adequate supply of this kind of clientele to justify this ad campaign. Apparently the advertisers think so, as they're pretty much alienating everyone else.

I know this isn't an advertising board, but I think the topics covered in the past have been broad enough to cover the economics of the restaurant trade here in Montreal. Any thoughts?

 
 
  1. Withnail42 May 26, 2010 05:41 AM

    It's just a marketing gimmick. Implying that it must be worth the price. And it you have to think about it you can afford it.

    Not the first tasteless add campaign ever done.

    I've enjoyed a couple of meals there. But can really take a place that charges $25 for a bowl of cherries too seriously.

    1. h
      HawtLeak May 22, 2010 01:03 PM

      doesnt matter

      i think queue de cheval is amazing, and even though im only a student with part time income, i enjoy delicious high quality meal.. with glorious environment and excellent service. so i dine at queue de cheval even though i dont even have a car.

      1. r
        Raquel Dec 17, 2008 09:36 AM

        It seems as I'm in the miniority here, but I don't see what the problem is? Perhaps you're losing site that this is supposed to be a bit tongue-in-cheek? (no pun intended).

        Yes, they are playing up the economic times we're in, but that's just a form of advertising--capitalizing on current events. Look at McDonald's recent billboard "4 dollars for coffee is dumb". I'm not sure if there's been any backlash on that one, but it's kind of a reversed case of what we're dealing with here.

        I think they are trying to be clever, and I think that some people (like me) will take it as such, but there's always others that will legitimately find it dis-tasteful. And they have every right too. I've said it somewhere else about food, but I'll say it here again for advertising: it's all subjective.

        And, for the record, when posters are putting "we're expensive" in quotes like that, it should be clear that that's not the actual verbiage on the billboard.

        Of course, if I was advising on the ad for them, I would as someone suggested have a nice, juicy, steak with a glass of red wine beside it and say "Worth every penny".

        1 Reply
        1. re: Raquel
          c
          celfie Dec 17, 2008 12:07 PM

          how about "a cut above" and have a steak flying through the clouds like a ufo

        2. m
          moh Dec 16, 2008 11:51 AM

          Well at least they are being honest. The prices at this place are obscenely high. I kind of find their honesty refreshing.

          Now, if they were advertising great steak, that's a different story...

          4 Replies
          1. re: moh
            c
            celfie Dec 16, 2008 12:12 PM

            it's not that refreshing. it just further demonstrates how disconnected some montrealers are from reality. it's a city full of a wealth of well educated creative people and all they can come up with is "we're expensive"???? but there are so many fools out there who will probably flock from the environs in their sunday;s best for a meal too expensive for them followed by some good times over at casino de montreal. this city is a circus!

            1. re: celfie
              m
              maisonbistro Dec 16, 2008 01:43 PM

              I don't think it's appropriate to criticize the whole city - calling it a circus because some of the wealthy people choose to spend their money on a meal at QDC or gamble at the casino. What does the JTM have to do with that? or Little Burgundy? or the restos on Wellington in Verdun? Or a great indian resto in the West Island?
              And by the way, well educated and wealth does not go hand in hand.
              I take exception to your last remark as I think Montreal is a fabulous city with a million exciting and delicious things to offer.

              1. re: maisonbistro
                c
                celfie Dec 16, 2008 02:06 PM

                of course i can't argue with that but having spent most of my years in the midst of the montreal upper middle class, sometimes I just have to roll my eyes. the entire world is suffering an economic calamity and here we have this pompous restaurant and their terrible ad! i didn't mean to offend you but the city is a bit of a circus. the province too - i mean where else do new immigrants have to sign a document promising to abide by cultural norms. but of course, back to the board's theme: finding great food! also by the way, i referred to our innumerable creative and educated people because it's hard to imagine that such a restaurant would have a hard time finding exceptional people to create an exceptional ad.

              2. re: celfie
                m
                moh Dec 16, 2008 02:25 PM

                "re: moh
                it's not that refreshing"

                (psst... Celfie... I'm being sarcastic... I couldn't remember the web code for sarcasm... :)

            2. c
              celfie Dec 16, 2008 11:44 AM

              i think you guys underestimate how trashy and lame montreal's elite truly is

              1 Reply
              1. re: celfie
                souschef Dec 16, 2008 12:02 PM

                I would replace "elite" with "rich" - they are not necessarily synonymous.

              2. alixium Dec 16, 2008 11:38 AM

                wow.
                i am flabbergasted at this tasteless approach. so, putting yourself in debt to dine out is now in fashion?
                they are not promoting their food, ambiance, wine... anything! just that they are expensive. so expensive, in fact, that you may not be able to come! this is suppposed to be a positive trait?
                flabbergasted indeed.

                1. carswell Dec 16, 2008 10:31 AM

                  Further proof (as if any were needed) that it's a restaurant run by parvenus for parvenus and wannabe parvenus.

                  1. g
                    grillit Dec 16, 2008 10:23 AM

                    Apologies, the ads are only in French. For the English speakers, here are the rough translations:

                    Image 1: Financing available
                    image 2: Upon approved credit

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