Montreal, Quebec, Sunday, May 3, 2026 – On Sunday evening, May 3, 2026, just before the hockey game, Lafleur announced the metaphorical death of Lucie, its viral social media character, through a carousel post published on the brand’s social media channels. The announcement was part of a creative reveal confirming that Lucie was not a real Lafleur employee, but a fictional character played by Quebec actress Francine Poirier, who is alive and well.
Over the past four years, Lucie became one of the most recognizable brand characters on Quebec social media. Presented as a Lafleur cashier with a larger-than-life personality, she charmed audiences with her famous greeting, “Salut mes p’tites frites!”, and helped bring new energy to one of Quebec’s most iconic fast food chains.
“To this day, people still ask us which location Lucie works at, and many Quebecers still do not know that she was not a real employee,” says Alexandra Tsotsis, Marketing and Communications Director at Lafleur.
Developed in collaboration with Dreww, Lucie was created to help revitalize the image of a 75-year-old Quebec institution and build a stronger connection with younger audiences. At the time, in 2022, this was an extremely innovative approach in the restaurant industry. Most restaurants were still using social media to share beautifully curated photos of their food, while Lafleur chose to place a fictional cashier and recurring brand character at the center of its content strategy. This allowed the brand to create a more human, entertaining, and recognizable presence on social media.
The results were significant across all channels. While Lucie helped launch Lafleur’s presence on TikTok, the character also became a key driver of the brand’s broader social media performance across platforms. In total, Lucie contributed to more than 50 million views, 100,000 followers, and 2.1 million engagements for the brand. During the launch phase, Lafleur also recorded a 35% sales increase and attracted more customers, including a younger clientele.
“At the time, in 2022, very few restaurants were putting a real personality at the center of their content, and that allowed us to create something bold and memorable. After four years, we felt we had fully explored the creative potential of the character. Rather than stretch the concept too far, we made the conscious decision to end it while it still resonated with the public. It takes courage to turn the page on something that is working well, but Alexandra and I agreed that this decision would allow us to explore new creative directions,” says Andrew Johnson, Founder and President of Dreww.
Although Lucie is now taking her final bow, her legacy will continue at Les Restaurants Lafleur. Her famous greeting, “Salut mes p’tites frites!”, will remain part of the brand’s story, and Lucie will be remembered as one of the most important characters in Lafleur’s recent history.
An important chapter for Lafleur comes to an end, but the story is far from over. Lafleur will soon launch a casting call to find the next face of the brand.
About Les Restaurants Lafleur
Since 1951, Les Restaurants Lafleur has offered a variety of quality fast food and is now celebrating its 75th anniversary. The company operates 18 restaurants and employs more than 200 passionate team members. Its menu features Quebec fast food classics, including hot dogs, hamburgers, fries, and poutines of all kinds.
About Dreww
Dreww is a growth marketing agency based in Montreal. Founded by Andrew Johnson, the agency helps B2C and B2B companies turn social media, content, paid media, and CRM into measurable growth. Dreww is known for building bold marketing strategies that help brands earn attention, create demand, and drive revenue.