New Mistissini Subway features original Cree design

When you walk into franchise restaurants like Tim Hortons, McDonald’s or a KFC, you’re not expecting to come face-to-face with an ancestor. But that’s a possibility at the new Subway opening in Mistissini.

“Since we are in a Native community we wanted to represent Native identity in our branding,” said Peter Shecapio, co-owner of the new Subway outlet.  

Most corporate franchises insist on the use of stock imagery and art for each location for a uniform look to their outlets. However, the owners of the Subway in Mistissini were able to incorporate Indigenous imagery and community photographs into the interior design of their location.

The bulk of the imagery used in the design is from Mistissini band council archives. Shecapio looked through over 150 photographs of the community and its residents prior to the days of the James Bay and Northern Quebec Agreement before settling on the collection that appears in his restaurant.

“We wanted to reflect the kind of people in our community, and we wanted to reflect on the lifestyle of the Cree community back in the 1950s and 1960s,” said Shecapio.

However, Subway initially resisted changing its classic decor. “We did have to negotiate to have a special deal with Subway,” said Shecapio. “It took us a couple years to convince them because they have strict rules around branding.”

So far, all signs point to a successful branding strategy. The encouraging reactions aren’t coming from the community alone. “We’ve gotten positive comments from other Subway franchises down south,” said Shecapio. “The local people and the doctors and teachers who aren’t from the community were amazed at what they saw too. Everybody really likes it!”

For Shecapio, it all comes back to service. Without support from the community he wouldn’t have a business. He believes showing respect and gratitude to the community he serves is a solid business strategy. He also says this branding strategy is one that could take off in First Nations communities across the country.   

“To reflect the Indigenous community in your franchise is a step in the right direction,” Shecapio concluded, “because you’re serving the community and the community likes to see itself reflected in the services they access.”