A group of activists clad in Santa Claus suits and elf costumes staged an unusual theft at a Montreal grocery store earlier this week, seizing roughly $3,000 (around C$3,000) worth of groceries in what they described as a political protest and act of solidarity with people struggling amid rising food prices. The incident, which took place on Monday evening at a Metro supermarket on Laurier Avenue in the Plateau-Mont-Royal borough, has since sparked a lively debate over food affordability, corporate profit, and the boundaries of protest.
According to surveillance footage and videos shared widely on social media, several individuals dressed as Santa — complete with red suits and white beards — entered the store accompanied by about 40 people in elf costumes. The group filled reusable bags and shopping carts with groceries and then exited the store without paying, prompting an ongoing police investigation. Authorities have classified the incident as a theft under $5,000 and are reviewing footage and interviewing witnesses, but as of the latest updates, no arrests have been made.
The group behind the incident identified itself as Robins des Ruelles, or Robins of the Alleys, evoking the legendary figure of Robin Hood who “steals from the rich to give to the poor.” In a statement posted on social media, the activists framed their actions as a response to what they describe as grocery chains leveraging inflation to deliver record profits while ordinary people struggle to afford basic necessities. “A handful of corporations are holding our basic needs hostage,” the translated message read, adding that the stolen food would be redistributed to those in need across the city.
Following the store departure, members of the group left some of the groceries at the foot of a Christmas tree in Place Valois in the Mercier-Hochelaga-Maisonneuve borough and placed other items in community fridges and food banks, according to posts from supporting activist collectives. The statement accompanying these actions was titled “When hunger justifies the means.”
The response from the targeted supermarket chain, Metro, emphasized that regardless of motive, theft remains a criminal act. A spokesperson for the company noted that retail crime has contributed to significant losses for Canadian retailers in recent years and stressed that price increases reflect broader supply-chain challenges, commodity volatility, and trade conditions, not solely corporate greed. The company also highlighted its own charitable efforts, asserting that in 2025 it had donated more than $1 million to food banks and distributed over $81 million in food products to charity.
Economists and government data indicate that grocery inflation in Canada has outpaced overall inflation, adding context to the activists’ grievances, with food prices rising nearly 5% year-over-year in recent months while general inflation slowed.
Public reaction has been mixed. On social media platforms, some users characterized the action in a festive, almost celebratory light, praising the redistribution of food to those in need, while others raised concerns about legality and potential consequences for local retailers. Law enforcement continues its inquiry, but the activists’ unusual holiday-themed protest has already amplified national conversations around food security, corporate responsibility, and protest tactics in economically strained times.
