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The ‘Heated Rivalry’ Effect on Montreal’s Iconic Bagels
St-Viateur Bagel's logo T-shirt nearly tripled merchandise sales and boosted online orders, sparking increased tourist interest in Montreal, according to bakery and tourism officials.
- On Feb. 7, 2026, The Canadian Press reported that a brief scene boosted Montreal's profile and benefited St‑Viateur Bagel, which has operated since 1957.
- A close scene in the fifth episode of Heated Rivalry shows Sophie Nélisse wearing a St‑Viateur T‑shirt, with the logo highly visible on screen.
- At the Mont‑Royal Avenue branch, orders rose from about 100 to around 200 in the week after the episode, and online sales "exploded" according to Choquette.
- Choquette said store customers started buying T-shirts as souvenirs, with many expanding purchases beyond bagels, while Aurélie de Blois of Tourisme Montréal noted social-media buzz and fans wanting to visit.
- Experts warn against commercial exploitation to preserve Montreal's authenticity, with Vachon saying, 'We don't need to see buildings or landscapes, it's part of the territorial fabric, part of the story of who we are,' as impact will be measured over time.
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15 Articles
15 Articles
Montreal bagel shop sees surge in popularity following Heated Rivalry scene
Montreal's tourism bureau says enthusiasm for the city on social media has also increased because of the hit TV series. Although the series was filmed in Ontario, part of the story takes place in Montreal.
·Canada
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Winnipeg Free Press+10 Reposted by 10 other sources
'Heated Rivalry' spotlighting Montreal and its renowned bagels
Breaking News, Sports, Manitoba, Canada
·Winnipeg, Canada
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The ‘Heated Rivalry’ effect on Montreal’s iconic bagels
The popular series “Heated Rivalry” is helping to draw attention to Montreal. While one of its iconic bakeries has seen a significant jump in sales, many people are taking to social media to express their desire to visit the Quebec metropolis because of this fictional series.
·Canada
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Coverage Details
Total News Sources15
Leaning Left6Leaning Right0Center4Last UpdatedBias Distribution60% Left
Bias Distribution
- 60% of the sources lean Left
60% Left
L 60%
C 40%
Factuality
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