Le Roy Jucep, a famous Canadian restaurant in Drummondville, QC, and self-proclaimed “inventors of poutine,” changed their slogan to “the inventors of fries, cheese and gravy” in solidarity with Ukraine.
Known primarily for its preparation of Canada’s famous gravy-based dish, the restaurant expressed their “deep dismay at the situation in Ukraine,” posting an announcement on Facebook with the company’s logo in Ukraine’s blue and yellow flag colors to state that it had chosen to temporarily axe the word “poutine” from its trademark to express, “in its own way, its deep distress at the situation in Ukraine.”
The company posted in French:
Dear customers and friends,
This evening, Jucep's team has chosen to temporarily remove the word P***tine from its trademark in order to express, in its own way, its deep distress at the situation in Ukraine.
So, from now on, we are the inventor of Frite Fromage Sauce.
Presumably, the trademark change to remove “poutine” refers to its approximation to Russian President Vladimir Putin’s surname.
While the announcement was welcomed by many on Facebook, the restaurant ended up removing the announcement, claiming that it had received threats over the virtue signal.
“Following telephone threats from people convinced that we are agents of the ‘deep state’ we have removed the original publication. It's not a marketing operation either, we don't need that to sell poutine … ”, the company stated, per Le Nouvelliste.