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New ads for La Queue de Cheval


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New ads for La Queue de Cheval

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?

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