The ‘matante’ that launched a thousand ships: Lafleur's 63-year-old fast food cashier, Lucie

The best greasy spoons and snack bars of Montreal are often valued according to how they haven’t adapted to the times, as though resisting social media was some revered badge of timelessness. Those coming about-face on using those new marketing tools, however, often face a maze of platform variety, trends to follow, aesthetics, influencers, optimized posting times, and a whole slew of other terms and tactics.

When they try and fail, no one knows. When they succeed, it’s noteworthy.

Lafleur has been part of Montreal’s stamp on casse-croûte culture since 1951. Up until the Internet really made its indelibility known to restaurateurs in the 2000s, a fast food chain like this one could lean on serving poutine, hot dogs, and putting out the occasional TV ad.

In the summer of 2022, Lafleur enlisted the digital advertising agency and production company Dreww to develop a presence on TikTok—a space that built a reputation as a Wild West and still carries that title well today.

The result was the creation of 63-year-old fast-food cashier Lucie, the chain’s fictional yet all-too-real face of their socials. A ‘matante’ type that can be as warm and endearing as she can be sassy and foul-mouthed, Lucie’s a stand-in for every roadside casse-croûte owner or a late-night waitress who knows how to cut through the bullshit of your drunkenly slurred order.

She enjoys working with her hands, doing crafts, and knitting. She’s picked up mosaics and other handmade projects, loves playing Scrabble and shopping for home décor at places like Winners and IKEA—that’s what she told The Main, anyway. 

@restolafleur

moi j,ai ben d,la misère avec l,anglais,, j,fais mon possible !!!! bises -Lucie #restolafleur

♬ original sound - Les Restaurants Lafleur

“I think people see me as the friend or grandmother everyone wishes they had. I'm funny and always find myself in hilarious and unexpected situations,” Lucie says. “I take life on the bright side, and when people walk into Lafleur, they meet someone friendly and warm.”

“Quebecois love to drive around and stop for a poutine or hot dog in a welcoming atmosphere, and I think I embody that charm.”

Riffing on Têtes à claques, arguing the merits of poutine with pickles, and remembering date nights at Lafleur with her late husband, she speaks to an audience of mes p’tites frites. She’s the province’s own brand of humour, nostalgia, and local pride incarnate 

And Lucie knows it: “For many people, especially the older generation, casse-croûtes bring back memories of their childhood. When we were young, we often stopped to eat hot dogs. In my family, it was a tradition. For children today, they love going to these places with their grandparents. Kids enjoy hot dogs, poutines, and pogos—my son loved pogos when he was young,” she recalls.

“Casse-croûtes have a family-friendly atmosphere and offer a way for people to come together. When I was young, my family had a chalet in the Laurentians, so every weekend or during vacations, we would go there and often stop to eat Michigans. It was a way for us to bond and create lasting memories.”

“Lucie has now become an integral part of Quebec pop culture, which is pretty incredible and stands as the main hallmark moment of our work with Lafleur,” says Dreww’s Founder, CEO and Executive Producer Andrew Johnson, who helped create Lucie alongside Lafleur marketing/communications director Alexandra Tsotsis. 

@restolafleur

Manger de la poutine avec classe #restolafleur #poutine #frite #quebec #montreal #lucie #jean #burger #hotdog

♬ original sound - Les Restaurants Lafleur

Order up 

According to Johnson, over 200 pieces of content were posted in the first six months of activating Lucie on Lafleur’s social media, resulting in over 600,000 engagements and 12 million views across platforms.

“If you’re a brand in 2024 and want to be successful, you have to be on TikTok. TikTok is unique because its algorithm is based on discoverability, not just on who you follow,” Johnson explains. “Even if you don’t have a large following, your content can go viral and reach millions, but this is only possible if you have great content.”

“One of the first videos we posted, where Lucie tries to convince viewers that poutine is a well-balanced dish, ended up getting nearly 100,000 views within an hour,” he recalls.

“It was unlike anything we had experienced before. We knew the power of TikTok going into this, but didn’t fully realize how impactful the outcome would be. 

@restolafleur

Finalement c,est pas si pire manger d'la poutine !!  😜😜 Bises - Lucie #restolafleur #poutine

♬ son original - Les Restaurants Lafleur

Two years later, Lafleur had nearly 50,000 followers. But Lafleur’s adoption of Lucie was more than a number—TikTok would reach a broader, younger audience as well, and yet the chain could stay true to its roots, bridging the divide between longtime and new customers. Six months into posting Lucie, when the results were at their peak, Lafleur saw a 35% increase in sales and foot traffic.

This led to Lafleur opening new locations like one in Magog in the Eastern Townships and the upcoming ones in Longueuil and Laval, with the goal of expanding from 16 to 32 locations in the coming years.

Flipping the script

Working with Dreww flipped the brand’s marketing approach, says Johnson: “Most traditional advertising agencies typically launch a 360-degree campaign that ends up getting posted on social media. However, not many have adopted our social-first approach where the narrative starts on social media and then extends into traditional media.”

It’s perhaps best evidenced by a cheeky billboard campaign by Lafleur alongside a pothole on Notre-Dame Street, a crater next to one of the chain’s locations. That became the punchline for an ad that reads “Comme le trou, t,as envie d,être bien rempli? Arrête ici. Bises — Lucie” (roughly translating to “Want to be filled up like this hole? Stop here. Kisses — Lucie”). That move alone resulted in stories printed in Quebec media outlets. 

@restolafleur

Gardez moi le beau Bill Board!!! C,tu pas l,fun ça. Tu l'as tu vu sua route ma p,tite frite??? Paul Arcand, j,attends ton appel mon beau....... Bises - Lucie #restolafleur #paularcand #écris #moi

♬ original sound - Les Restaurants Lafleur

“It's been surprising to become a "celebrity" at my age. I'm mostly recognized by my voice at the grocery store and the airport, and sometimes even stopped on the street. I guess I really do have a memorable voice,” Lucie admits.

“Once, I was at the airport heading for a vacation when someone recognized me just from hearing me speak. While it's nice to be recognized, I'm not sure how I'd feel if it happened more frequently.”

“People want to follow people, not brands."

So embracing the weird, the local, and the real worked. An old-school brand opted for something new, and people noticed, shared, and laughed. It’s all part of the same strategy—keeping Lafleur close to the ground, part of the local conversation, and relevant in a way that feels more real than manufactured.

“People want to follow people, not brands. So, how does a brand remain relevant on social media? Through storytelling and by putting a person at the forefront of the account who mirrors your brand’s values,” Johnson says.

@restolafleur Une bonne poutine popcorn, y'a rien de tel pour réjouir ton p'tit bedon !! Viens t'en l'essayer ! Bises - Lucie #restolafleur #poutine ♬ son original - Les Restaurants Lafleur

“By featuring Lucie as the face and voice of Lafleur, we’ve given our audience someone to connect with, someone who represents the core of Lafleur. People see Lucie eating a delicious poutine, interacting with the staff and customers, and being a part of the community, which builds trust and loyalty.”

“It’s this human connection that turns followers into fans and fans into loyal customers.” 

Lafleur’s success on TikTok, led by Lucie, isn’t just about getting people in the door. At a time when corporate entities try to shake off sterility, these moves show how a fast-food chain can have heart. 

It’s about embracing the weird, the local, and the real with a character who feels like home.

Check out Lucie on Lafleur's TikTok.