One in five Canadians has seen hate speech online yearly. But seeing it on a downtown sidewalk is rare. At a Concordia University protest in Montreal, videos showed alleged antisemitic remarks and a Nazi salute-like gesture. This sparked outrage, quick corporate action, and a focus on accountability across Canada.
Mai Abdulhadi, identified by Second Cup Canada and Foodtastic, is at the heart of the controversy. The videos captured a voice saying “the final solution is coming your way,” a reference to Nazi Germany’s genocide plan. The protest quickly turned into a test of how institutions handle such incidents.
The Concordia University protest became a national issue in hours. Foodtastic linked the videos to Abdulhadi, a former franchisee, after an internal review. The brand fallout was swift, and the story moved from the streets to the boardroom. It raises a tough question: how should companies and cities react to antisemitic remarks in public?
Overview of the Montreal Protest Allegations and Brand Fallout
The Montreal protest allegations caught everyone’s attention. Footage from a Concordia University rally went viral. This happened on November 21, 2024, during a downtown Montreal demonstration.
Several clips spread online, raising big questions for brands and institutions. They were linked to a person seen in the videos.
Location and timing: Concordia University protest in downtown Montreal
Outside Concordia’s downtown campus, the atmosphere was tense. The Concordia University rally started in the early afternoon. It lasted into the evening, becoming a key part of the downtown Montreal demonstration.
Alleged remarks and gestures referenced in multiple videos
Many posts showed a Nazi salute video and a “final solution” chant. People said the videos looked the same everywhere. This led to a closer look at who was involved and when.
For more details, check out this news overview.
Immediate consequences for a franchisee at the Jewish General Hospital
After the rally, Foodtastic and Second Cup Canada took action. They said they followed their brand standards. They decided to end a Second Cup franchise and closed two Jewish General Hospital cafés.
| Key Element | What Happened | Where/When | Brand Impact |
|---|---|---|---|
| Protest | Large gathering linked to pro-Palestinian activism | Concordia University, November 21, 2024 | Triggered broad Montreal protest allegations |
| Video Evidence | Clips showing a Nazi salute video and a “final solution” chant | Shared across social platforms, post-rally | Rapid review by Foodtastic and Second Cup Canada |
| Corporate Action | Second Cup franchise termination initiated | Announced after internal assessment | Reputation protection and policy enforcement |
| Hospital Locations | Two Jewish General Hospital cafés closed and readied for transition | Montreal, following the protest | Continuity planning for staff and patients |
Second Cup Canada’s Response and Corporate Actions
Second Cup Canada acted fast after reviewing the rally footage. They issued a formal Second Cup Canada statement. They said they are committed to corporate accountability and protecting everyone.
Their goal was to protect the brand and keep things stable across their network.
Zero-tolerance stance on hate speech and brand protection
The company has a strict zero tolerance for hate speech. They said this rule helps protect the brand everywhere. Foodtastic agreed, saying this rule applies in stores and public places linked to the brand.
Closure of two cafés at the Jewish General Hospital and contract termination
Together with the hospital, they closed two cafés. They started a formal contract termination process. This move was based on their legal review and the Second Cup Canada statement.
Retention and continued pay for café staff under new management
The company promised to keep staff and pay them during the change. They said they would reopen under new management. This shows their commitment to corporate accountability.
Foodtastic said this approach keeps teams stable. It ensures service is ready for everyone.
| Action | Policy Basis | Operational Impact | Stakeholder Focus |
|---|---|---|---|
| Public Second Cup Canada statement | Corporate accountability and zero tolerance for hate speech | Sets clear expectations and response timeline | Customers, partners, franchise network |
| Closure of two hospital cafés | Brand protection and safety protocols | Temporary halt of service on-site | Patients, visitors, hospital staff |
| Contract termination | Franchise rules and legal terms | Ends franchise rights and management control | Franchisees, corporate legal |
| Review of Jewish General Hospital lease | Lease obligations tied to brand standards | Transfer of location rights to new operator | Hospital administration, corporate real estate |
| Staff retention and continued pay | People-first approach and accountability | Maintains team readiness during transition | Employees and their families |
| Transition to new management | Network stability and brand protection | Reopening under vetted leadership | Local community and franchise system |
Mai Abdulhadi
The Mai Abdulhadi profile focuses on her as a Second Cup franchisee and Jewish General Hospital café owner in Montreal. Foodtastic identified her after a review. She is seen as a Montreal business owner linked to Concordia University protest videos.
These videos were mentioned in news reports. They showed alleged protest conduct that led to quick action from the company.
Foodtastic said employees and corporate staff confirmed her identity. The company then decided to end the franchise and close the cafés. They planned to transfer them to new management.
Reporters tried to reach her, but she didn’t respond by the deadline.
Later, prosecutors charged her with three counts related to threats from the Nov. 21, 2024 protest. The Mai Abdulhadi profile is tied to her work as a Second Cup franchisee, Jewish General Hospital café owner, and Montreal business owner. The public is interested in the alleged protest conduct shown in the videos.
Verification Efforts and Statements from Foodtastic
Foodtastic explained how it confirmed the identity at the centre of the Montreal protest allegations. They followed documented steps, used clear sources, and took a respectful protest stance. This stance guides their decisions.
Peter Mammas identifies the franchisee after internal review
In a Peter Mammas statement to Canadian media, the president and CEO shared details. The team used internal review videos from the Concordia University protest. They identified franchisee Mai Abdulhadi through site visits and corporate records.
The review was quick but thorough. The company supports free speech but stands against hate or incitement. They believe in a respectful protest stance.
Employee confirmations and review of circulating social media videos
Many staff members confirmed the identity after seeing internal review videos and social media clips. Corporate visitors also confirmed the same identity.
Media outlets reported they had not verified the identity independently. They relied on the Peter Mammas statement. Attempts to reach the franchisee were unsuccessful by deadline.
Notice of termination and the company’s position on respectful protest
After verifying the identity, Foodtastic issued a franchise termination notice. They protect their brand and support the right to speak. But they reject hate speech and any risk.
Foodtastic aims to keep its network and customers safe. Legal actions will follow the franchise termination notice and standard procedures.
Legal Developments and Charges Reported by Prosecutors
Prosecutors have officially listed charges in a Montreal charge sheet. This marks the beginning of legal actions linked to protest videos. Media outlets are working hard to verify identities and footage from the downtown campus.
Allegations tied to Nov. 21, 2024 demonstration outside Concordia
The case involves a protest on Nov. 21, 2024, near Concordia’s Sir George Williams campus. Court records show the allegations come from video statements at the protest. These videos were shared online and quickly reviewed by companies.
Three counts of uttering threats to cause death or bodily harm
A charge sheet in Montreal lists three counts of uttering threats. The charges are based on words and gestures recorded at the protest. Court dates will guide the next steps in the legal process.
Media attempts to contact the accused and independent verification notes
CBC News and Global News tried to reach out to the accused but got no response. This highlights the challenges of media verification at this time. Global News confirmed the identity of the person in the videos. Montreal police said there was no active hate-crimes file at the start of the coverage.
Community and Institutional Reactions in Canada
When videos from the downtown rally went viral, groups and institutions acted quickly. The CIUSSS West-Central Montreal issued a statement focusing on patient safety and respect at the Jewish General Hospital. They also called for calm during the ongoing protests in Montreal. Leaders across the community demanded strong, legal actions against hate.
Hospital Network Backs Swift Measures
CIUSSS West-Central Montreal was informed of a video showing hate messages. They supported closing the cafés involved. The health authority said these steps protect staff and visitors, reducing disruption risks. Their statement matched the need for responsible actions in healthcare settings.
Advocacy and Political Voices
B’nai Brith Canada linked the incidents to a broader climate of hostility. They urged the city to act against hate at rallies. Quebec regional director Henry Topas asked Mayor Valérie Plante to stop threatening behaviour at demonstrations.
Political leaders also condemned the actions. Montreal Conservative Senator Leo Housakos praised the businesses’ actions. He denounced Nazi-style gestures and calls for violence. These reactions sparked a bigger discussion on antisemitism in Canada and the duties of public and private sectors.
Rising Tensions Around Recent Rallies
Recent weeks saw several protests in Montreal, including student demands for divestment and anti-NATO marches. The protests turned violent, with fires, smashed windows, and arrests. Police warned of more arrests to come. Social media shared images of an effigy burning with “Netanyahu to The Hague,” raising concerns and sparking a heated response from the community.
Context: Protest Landscape, Public Safety, and Police Notes
The Concordia rally took place in a lively Montreal protest scene. Students demanded divestment and groups held anti-NATO protests downtown. Videos from the area sparked reactions from institutions and brands worried about safety.
After the campus march, police reported objects thrown at officers, two cars set on fire, and broken windows. Three arrests were made, with more possible as investigations continue and tips come in.
Despite rumors and political comments, Montreal police said they had no hate crimes case related to the Concordia rally. The fast-paced videos, street tensions, and late-night events influenced how police and companies viewed risks.
As protests went on, police updates focused on managing crowds and ensuring safe exits. In this changing Montreal protest scene, keeping everyone safe was key while detectives worked on reports and monitored protests near important spots.
Impact on Second Cup Brand, Franchise Network, and Stakeholders
Second Cup and Foodtastic acted fast to rebuild trust. They used brand reputation management and values like safety and inclusion. Their goal was to protect the franchise network and ease concerns for hospital stakeholders and regular customers.
Protecting brand values and other franchisees amid controversy
Leadership was clear: no tolerance for hate speech or contract breaches. They closed two cafés at the Jewish General Hospital. This move set a high standard for the franchise network.
By acting quickly, the brand showed discipline and fairness. This helps protect the brand and limits risks in busy markets.
Operational continuity: staffing, customer reassurance, and reopening plans
Foodtastic promised to keep employees and pay them during the transition. This move ensures staff continuity and protects jobs. It also reassures customers that familiar faces will return.
The company plans to reopen the hospital site soon under new management. Clear plans and timelines help stabilize operations and meet community needs.
Corporate communications strategy during sensitive incidents
Corporate communications started with a statement on Saturday evening. Then, interviews with CBC News and Global News followed on Sunday. This approach kept everyone informed without speculation.
Legal steps were taken next, with corporate counsel reaching out to the other party. This measured approach supports the brand while keeping stakeholders updated.
| Priority | Action Taken | Stakeholders Addressed | Intended Outcome | Keyword Focus |
|---|---|---|---|---|
| Values and Compliance | Termination of franchise and lease at Jewish General Hospital | Franchisees, hospital administration, suppliers | Consistent standards and risk control | franchise network protection |
| Workforce Stability | Retention and continued pay for café employees | Staff, unions, local community | Service continuity and morale | staff continuity |
| Public Assurance | Planned reopening under new management with clear updates | Customers, hospital visitors, nearby residents | Predictable service return and trust | customer reassurance, reopening under new management |
| Messaging | Timed statements and national media interviews | General public, partners, investors | Transparency and stable narrative | corporate communications |
Cultural and Profile Context: Palestinian DJ, Middle Eastern Art and Music Keywords
People search for a palestinian dj and an electronic music artist. They also look for a female dj in the underground music scene. They want to know about a palestinian artist and their contemporary artwork in art exhibitions.
These searches involve middle eastern music and a palestinian musician or oud player. They also look for a composer who acts as a cultural ambassador. This person highlights middle east music talent and showcases a female artist’s work.
Related search interest
Public interest includes “mai abdulhadi, second cup palestine” and cultural coverage. They search for a female dj and an electronic music artist in the underground scene. They also look for a palestinian artist and their contemporary artwork in art exhibitions.
Keywords tied to music profiles
Searches often focus on a palestinian dj and musician in middle eastern music. People are interested in an oud player, composer, and cultural ambassador. They also look for a female dj who performs in clubs and festivals.
Broader cultural terms users explore
Audiences explore contemporary artwork by a female artist and the middle eastern art scene. They track art exhibitions in Canada and abroad. They are interested in a palestinian artist whose work crosses borders.
Distinguishing cultural queries
These keywords show interest in Middle Eastern profiles and creative output. They cover music, visual arts, and the underground music scene. They are different from specific incidents covered elsewhere.
| Theme | Typical Queries | Context in Canada | Audience Intent |
|---|---|---|---|
| Music Profiles | palestinian dj, electronic music artist, female dj, palestinian musician | Festival lineups and campus events featuring middle eastern music | Find performances, mixes, and biographical details |
| Instruments & Roles | oud player, composer, cultural ambassador | Workshops at arts centres and community programming | Learn about instruments, composition, and cultural outreach |
| Visual Arts | palestinian artist, contemporary artwork, female artist | Gallery shows and museum spotlights on the middle eastern art scene | Discover artists, styles, and curated collections |
| Events & Coverage | art exhibitions, underground music scene, middle east music talent | Local listings, reviews, and media features across major cities | Plan attendance and compare critical reception |
| News-Linked Phrase | “mai abdulhadi, second cup palestine” | Media items referencing brand news and culture-related searches | Trace how names appear in headlines and discussions |
Conclusion
The events at Montreal protests can quickly get out of hand. Videos from a Nov. 21, 2024 protest outside Concordia University caused a lot of anger. This led to a strong reaction from Foodtastic and Second Cup Canada.
They identified the woman involved as Mai Abdulhadi, a franchisee at the Jewish General Hospital. They decided to end her franchise but keep her staff employed. This shows how quickly companies act in such situations in Canada.
Legal action followed. Abdulhadi was charged with three counts of uttering threats. The media tried to reach her but got no response. Police also mentioned the rarity of hate-crime cases like this.
Right away, the community reacted. CIUSSS West-Central Montreal supported the closures at the hospital. Groups and politicians spoke out against antisemitism, calling for peace.
They emphasized the importance of safety, dignity, and fairness. This shows how important it is to act quickly and clearly in times of crisis. It also highlights the need to separate cultural searches from legal issues.
This case is a lesson in how to handle a crisis. It shows the importance of protecting people, following policies, and being open with information. It’s a reminder of the risks brands face and the need for careful responses during difficult times.