Its not part of the web story, but theres a small Schwartz's logo along with the Gazette story. The red signage with the underscore.
Turns out a guy named David Rubenstein opened a NY style deli in Paris and decided to call it ...Schwartz's. He even used the Montreal restaurant style and font.
Of course it "has nothing to do with what you get in Montreal," .... so why "Schwartz's"?
"It's the name of our cousin, who helps us out from time to time....we couldn't just call the place Rubenstein's!"
Story is here