Vandalism Strikes Popular Montreal Bakery Again
This past weekend, a Montreal bakery faced vandalism for the second time in just a few months. The Mamie Clafoutis bakery on St-Denis Street had its front windows smashed, leaving behind only faint traces of graffiti that read “Action anti tech.”
Nicolas Delourmel, the bakery’s co-founder and owner, was alerted by police just after midnight that his store had been vandalized. “I was asleep at home when they called,” he said, recalling how he rushed to the bakery shortly after.
This location is one of two in the Mamie Clafoutis chain that adopted a “self-service” model two years ago, allowing customers to serve themselves. The first incident occurred on May 1 when masked individuals entered the store during operating hours, stole bread, and spray-painted anti-capitalist messages on the walls. An anonymous group later claimed responsibility for that act, citing concerns over the alleged use of facial recognition technology at the self-serve locations, which the bakery owners have denied.
No Theft, Just Damage
During this latest incident, nothing was taken. Security footage captured the moment an object was thrown at the glass, shattering it before someone fled the scene. Delourmel expressed his frustration, stating, “It seems like someone just wanted to cause harm, to express their anger at the system.” He added, “If we start breaking things every time there’s a disagreement, where does that leave us?”
This incident isn’t isolated; other food businesses in Montreal have also been targeted recently. Earlier this year, an activist group named Robin des Ruelles admitted to organizing thefts at local grocery stores, claiming they intended to distribute the stolen food to those in need as a protest against high food prices and big grocery chains’ profits. No arrests have been made in connection with those incidents.
Self-Service Doesn’t Mean Job Loss
Delourmel, who opened the first Mamie Clafoutis bakery in 2008, has expanded the chain to six locations in Montreal and one in Ottawa. In 2024, two more stores transitioned to self-service, operating 24/7, allowing customers to shop even after regular hours with an online check-in system.
At the St-Denis location, traditional counters have been replaced by self-service stands where customers can easily grab items. A new coffee system lets patrons mix their beverages as they like.
Delourmel attributes the change to the labor shortages experienced post-pandemic. However, he insists that no jobs were lost because of this shift; cashiers are still present to assist shoppers.
Recently, Delourmel has also embraced technology, using AI for promotional content. While many online reactions after the vandalism showed support for the bakery, some critics expressed dissatisfaction with the new self-service model.
He understands that the challenging economic climate has forced him to make tough decisions, leading to cuts in various departments, although no front-line jobs were lost with the new model. He noted, “We did what we had to do when the economy crashed.”
Delourmel warns that ongoing vandalism and break-ins could raise insurance costs, which may eventually be passed on to customers. “We’re a small business, and we’re doing our best with what we have,” he said.
Montreal police confirmed they are investigating both this recent vandalism and the earlier theft in May, but no arrests have been made yet.
