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Cashmere has unveiled the first Montreal inductees into the Cashmere Bathroom Guide - an exclusive ranking celebrating the most luxurious restaurant bathrooms. Among the first to earn the distinction in the city are Marcus (3 Fleurs) and Île de France (2 Fleurs), along with Rôtisserie La Lune (2 Fleurs) recognized for bathrooms so thoughtfully designed they're worth a visit before you even sit down to dine.
For decades, restaurant guides have celebrated establishments for their food, service, and wine programs. Yet the most frequently visited room has largely gone unrecognized: the bathroom. With the expansion of the Cashmere Bathroom Guide, that’s about to change in Montreal.
Who's behind the Cashmere Bathroom Guide campaign?
- Agencies - North Strategic
- Brand - Kruger Products
(click on the link to view the agency's Vendor Directory listing)
The campaign was first launched in Toronto in 2024, and the Guide quickly captured national attention by spotlighting an unexpected yet essential part of the guest experience. Now the concept arrives in Montreal, a city globally recognized for its vibrant culinary culture and striking design sensibility, making it the perfect setting to celebrate restaurant bathrooms that elevate the guest journey from start to finish.
"Exceptional dining is defined by more than cuisine alone -- it's shaped by the atmosphere, design, and thoughtful details that surround the entire experience," said Susan Irving, Chief Marketing Officer at Kruger Products. "The Cashmere Bathroom Guide™ recognizes the restaurants that thoughtfully design every aspect of the visit - including the bathroom. As Canada's #1 bathroom tissue, Cashmere is proud to lead this recognition and celebrate the restaurants setting a new standard for hospitality."
The Cashmere Bathroom Guide evaluates restaurant bathroom excellence on a set list of criteria, including lighting, amenities, cleanliness and more. Bathrooms scoring 70 and over will secure the prestige of being awarded 1, 2, or 3 Fleurs, and a listing in the official guide. The Fleur distinction is unique to Cashmere and is inspired by the bathroom tissue's embossing pattern:
- 1 FLEUR (70-79)
- Luxurious experience.
- Worth a look.
- 2 FLEURS (80-89)
- Beyond expectations.
- Worth a photo opp.
- 3 FLEURS (90-100)
- Outstanding and gasp-worthy.
- Worth stopping at the bathroom first.
Campaign Images:
(click to enlarge)
By partnering with trusted local voices and grounding the platform in real-world destinations, Cashmere is creating a branded experience that sparks conversation, generates organic attention, and places the brand into moments where consumers don’t typically expect storytelling. It’s a strategic demonstration of how brands can build relevance by tapping into cultural behaviours rather than interrupting them.
