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Dec 16, 2008 10:22 AM

New ads for La Queue de Cheval

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?

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  1. 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

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

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

          1 Reply
          1. re: celfie

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

          2. 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

              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

                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

                  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

                  "re: moh
                  it's not that refreshing"

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