Canadian Coffee Shops Rebrand Americano in Symbolic Pushback Against Trump’s Policies
In a quirky display of national pride intertwined with political dissent, some Canadian coffee shops are ditching the familiar "Americano" label and embracing "Canadiano" for the espresso and hot water beverage. This name change, fueled by simmering resentment toward former U.S. President Donald Trump’s policies and remarks, reflects a growing sentiment of standing up for Canadian identity and rejecting perceived bullying from south of the border.
The roots of this coffee-fueled protest can be traced back to Trump’s presidency, which was marked by several contentious exchanges and policy proposals that ruffled feathers among Canadians. His suggestions of Canada becoming the 51st U.S. state, coupled with his misnaming of Prime Minister Justin Trudeau as "Governor Trudeau," were widely seen as disrespectful and dismissive of Canadian sovereignty.
Adding fuel to the fire was Trump’s proposal of a 25% tariff on Canadian goods. The justification behind this tariff was to pressure Canada into tightening its border security to curb the flow of fentanyl into the United States. Many Canadians viewed this tariff as an unfair and economically damaging measure based on a misguided understanding of the fentanyl crisis.
These actions and statements collectively fostered a sense of frustration and indignation among Canadians, leading some to seek creative ways to express their discontent. Inspired by the "freedom fries" phenomenon in the U.S., where french fries were temporarily renamed in protest of France’s opposition to the Iraq War, the idea of renaming the Americano emerged as a symbolic act of resistance.
The Washington Post highlighted this emerging trend, reporting that incensed Canadians were increasingly referring to Americano coffee as "Canadiano" in coffee shops across the country. This simple name change carries a weight of meaning, representing a subtle but powerful assertion of Canadian identity in the face of perceived American aggression.
William Oliveira, the owner of Cafe Belém in Toronto, has been one of the businesses spearheading this rebranding effort. While Oliveira emphasizes that he doesn’t want his coffee shop to be overtly political, he sees the name change as a way to show support for his country and send a message that Canada will not be easily pushed around.
"It’s good for us to just, you know, stand up for being ourselves and reminding other people… that we’re not to be pushed around and bullied by others," Oliveira told The Washington Post. He notes that customers have generally reacted positively to the name change, finding it clever and amusing. Employees at Cafe Belém playfully inform customers who order an Americano that the correct name is now Canadiano, further emphasizing the coffee shop’s stance.
Another significant player in this movement is Kicking Horse Coffee, a British Columbia-based company that has been using the name "Canadiano" for Americanos for over 16 years. Recognizing the symbolic potential of this name change, Kicking Horse Coffee reportedly called on coffee shops nationwide to adopt the term "Canadiano." A now-deleted social media post from the company explicitly urged coffee shops to make the switch, signaling their commitment to the cause.
Elizabeth Watson, the owner of Palisades Cafe, also located in British Columbia, embraced the "Canadiano" movement after a customer shared Kicking Horse Coffee’s post with her. Watson described the initiative as "bold and brave" and promptly implemented the name change in her own cafe. Employees at Palisades Cafe added small labels with "CANADIANO" written on them over the original "Americano" and "Americano Misto" listings on their menu, visually demonstrating their support for Canadian pride.
"We aren’t necessarily aiming to be political," Watson explained. "But we love the idea of really just supporting Canadian pride. I would be happy to stick with it, at this time."
This trend highlights how seemingly small acts, like renaming a coffee drink, can become powerful symbols of national identity and political expression. While not every coffee shop in Canada has adopted the "Canadiano" label, the movement reflects a broader sentiment of Canadians wanting to assert their distinct identity and values in the face of perceived threats to their sovereignty. Whether the "Canadiano" will become a permanent fixture on Canadian coffee menus remains to be seen, but the movement has undeniably sparked a conversation about Canadian identity and the country’s relationship with its powerful southern neighbor. Furthermore, it demonstrates the creative and often humorous ways in which people express political opinions in everyday life. It provides a reminder that political statements don’t have to take place only on a grand scale, but can be embedded in the small, daily moments of a person’s existence. The simple act of ordering a coffee can become a small act of patriotism.
