Schwartz's Deli, a landmark Montreal restaurant renowned for its smoked meat sandwiches, has removed Coca-Cola from its menu and replaced it with a locally produced beverage. The decision was driven by compliance with Quebec's strict language laws, specifically Bill 96, which mandates that French be the predominant language in public commercial spaces, including signage and marketing materials.
The deli, which has operated since 1928 in the St. Laurent neighborhood, cited the need to align its branding and product presentation with the provincial government's enforcement of the Charter of the French Language. While the change is minor on the menu, it highlights the growing tension between global brands and local regulatory frameworks in Quebec.
What the Left Is Saying
Progressive voices and Quebec sovereigntists have largely supported the move as a necessary step to protect the French language in a predominantly English-speaking North America. Supporters argue that the law ensures that French remains the common public language of commerce and communication in Quebec, preventing the erosion of linguistic identity. The Quebec government has emphasized that the law is not about banning foreign products but about ensuring that French is visibly prioritized in the marketplace.
What the Right Is Saying
Critics, including some federalist commentators and business groups, argue that the regulations create unnecessary friction for businesses and global brands. They contend that the strict interpretation of language laws can lead to absurd outcomes, such as removing a globally recognized product from a local menu, and may deter international investment or tourism. Some right-leaning voices frame the issue as an overreach of provincial regulatory power that complicates the operations of small and medium-sized enterprises.
What the Numbers Show
Bill 96, passed in 2022, updated the 1977 Charter of the French Language, requiring that French be used in all public commercial signage and advertising, with English or other languages permitted only if French is predominant. According to Quebec's Office québécois de la langue française (OQLF), compliance rates for commercial signage have been monitored closely since the law's implementation, with increased inspections in 2025 and 2026. Schwartz's serves approximately 1,000 customers daily, a significant volume that underscores the visibility of its compliance choices.
The Bottom Line
The swap at Schwartz's serves as a high-profile case study for the practical implications of Quebec's language policies. It illustrates how global brands navigate local legal requirements and signals that enforcement of French-language predominance is extending into the realm of product selection and marketing. For other businesses, the precedent suggests that compliance may require more than just translating signs; it may necessitate changes to product offerings and supplier relationships to avoid regulatory penalties or public backlash.