BB-INT002 — Marc Bélanger

Participant recruited through franchisee panel. Operates one truck in the Plateau-Mont-Royal area of Montreal. French is his primary language for personal and customer interactions; business communications with HQ are in English. Two years into his franchise, which puts him past the steep initial curve but not yet at the operational confidence level of... Tell me about the Montreal market — what's specific to your context that someone operating in Toronto or Vancouver wouldn't face? The obvious thing is language. My customers are predominantly French-speaking — the Plateau is very French. I post in French on my Instagram. I talk to customers in French. But when I got the brand kit from HQ, everything was in English. Every caption template, every promotional text, every menu description. Even the taglines.