Le Cathcart

2026

Hospitality

Montréal, Canada

Le Cathcart had 11 kiosks, a well-known 5 à 7, and a clientele of Montréal's business community. What it didn't have was a social presence that made any of that feel worth showing up for.

About

Le Cathcart is a Montréal food hall housing 11 kiosks under one roof, located in the heart of the business district. It's where the corporate crowd goes for lunch and where the city's after-work crowd gathers for the 5 à 7.

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Overview

Le Cathcart's Instagram was doing what a lot of premium brands do by default - posting beautiful food photography and hoping it would land. The account had no live content, no personality, and nothing that reflected the energy of actually being there. The goal was to shift the feed from a static menu board into something that made Montréal's business community feel like they were missing out if they weren't showing up.

Challenge

The existing content showed the food but not the experience. For a brand whose audience is time-poor corporate professionals making quick decisions about where to spend their lunch break, that's a significant gap. The 5 à 7 - Cathcart's most iconic offering - was barely represented online despite being what the brand is best known for.

Solution

Putting a face to the brand

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We filmed a talking head interview with a head chef - a well-known figure in Montréal's food scene - for a recurring popup event. Audiences connected immediately. The video reached 60K views and 500 shares completely organically, with over 1K likes.

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Bringing the 5 à 7 to life

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Working with a videographer, we created reels that captured the actual energy of the 5 à 7 - the people, the atmosphere, the vibe.

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Content built for a corporate audience

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Rather than chasing community or lifestyle aesthetics, we built content around how this specific audience makes decisions. Clear, informative food content that showed exactly what was on offer.

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Result

Increased Engagement

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The talking head chef video became the account's standout moment - 60K organic views, 500 shares, and over 1K likes with zero ad spend. Overall the account achieved 86% engagement growth and 700K views in three months, driven by content that finally reflected the energy of being at Cathcart in person. And when it came to paid content, a single reel repurposed as a Meta ad delivered a cost per result of just $0.08 - proof that the right organic content and a smart paid strategy aren't mutually exclusive.

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Visit

lecathcart.com

2026

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