A Quiet but Powerful Protest: How a Quebec Coffee Shop Responded to U.S. Tariffs

1. A Symbol of Resistance: Renaming the Americano

In the heart of Montreal, Quebec, a small coffee shop has made a bold statement in response to U.S. President Donald Trump’s sweeping tariffs. Coco & Bean cafe, a beloved local spot, has decided to rename one of its most popular menu items: the Americano. The new name? The Canadiano. This playful yet poignant change is more than just a clever marketing move—it’s a quiet act of resistance and a celebration of Canadian identity.

Cafe manager Shauna Cordner explained the decision, saying, “We’re proud Canadians and we wanted to bring some heritage to our drink, the Americano, so we simply changed the name to a Canadiano.” This subtle shift is not just about the name on the menu; it’s about sparking a conversation. On the first day of what many are calling a trade war between the U.S. and Canada, Coco & Bean chose to assert its national pride in a way that’s both lighthearted and meaningful.

2. A Conversation Starter: Using Humor to Highlight Tensions

The decision to rename the Americano to the Canadiano wasn’t made in haste. It was a deliberate choice to engage customers and encourage them to think about the current state of trade relations between Canada and the U.S. By making this change, the cafe hopes to foster a sense of community and shared identity among its patrons.

The renaming of the drink has already sparked curiosity and dialogue. Customers are drawn in by the clever name, and the conversation naturally turns to the broader context of the trade tensions. It’s a way for the cafe to contribute to the discussion without being overtly political. Instead, it’s using humor and creativity to make a point.

3. A Point of Pride: Celebrating Canadian Heritage

For Coco & Bean, the name change is more than just a reaction to U.S. tariffs—it’s a way to celebrate Canadian heritage. The Americano, a drink traditionally made with espresso and hot water, has a rich history that dates back to World War II. The name “Americano” was reportedly coined by Italian baristas who served the drink to American soldiers. By renaming it the Canadiano, the cafe is reclaiming the drink as a symbol of Canadian pride and identity.

This small act of defiance is resonating with customers. In a time when international relations are strained, the cafe is reminding its patrons of the importance of celebrating where they come from. It’s a reminder that even in the face of uncertainty, there’s strength in unity and pride in one’s heritage.

4. A Broader Message: The Impact of Trade Tensions

The tariffs imposed by the U.S. on Canadian goods have had far-reaching consequences. From steel and aluminum to agriculture and forestry products, the impact is being felt across multiple industries. For small businesses like Coco & Bean, the tariffs have created uncertainty and challenges.

By renaming the Americano, the cafe is drawing attention to the ripple effects of these tariffs. It’s a way of saying that even the smallest businesses can’t escape the consequences of global politics. But it’s also a message of resilience. In the face of adversity, businesses and communities can find creative ways to cope and even thrive.

5. A Viral Sensation: The Power of a Name Change

The story of the Canadiano didn’t stay local for long. Within hours of the name change, the news began to spread like wildfire. Social media was flooded with posts and reactions, and the story was picked up by local and national news outlets. People from across Canada and beyond were sharing the story, praising the cafe for its clever response to the tariffs.

For Coco & Bean, the attention has been both surprising and welcome. The cafe’s manager, Shauna Cordner, said that the response has been overwhelmingly positive. “We didn’t expect it to go viral like this,” she said. “We just wanted to do something small to show our pride and spark a conversation. It’s amazing to see how much it has resonated with people.”

6. A Lasting Legacy: The Power of Small Acts of Defiance

The renaming of the Americano to the Canadiano may seem like a small gesture, but it carries a powerful message. It’s a reminder that even in the face of large-scale challenges, individuals and businesses can make a difference. By taking a stand in their own way, Coco & Bean has inspired others to think creatively about how they can assert their values and beliefs.

As the trade tensions between the U.S. and Canada continue to unfold, the story of the Canadiano serves as a beacon of hope and resilience. It’s a reminder that even in uncertain times, there’s strength in community, pride in heritage, and power in small acts of defiance.

In the end, the Canadiano is more than just a drink—it’s a symbol of unity, creativity, and the enduring spirit of the Canadian people.