10th anniversary of La Chambre restaurants – MicroBrasserie Sportive
Launch of the new burger “The Sheriff” in tribute to Arber Xhekaj from the Montreal Canadiens
Montreal, October 18, 2023 – As part of its 10th anniversary, La Chambre restaurants – Microbrasseries Sportives is proud to announce a partnership with Montreal Canadiens defenseman Arber Xhekaj as the chain’s new ambassador. On this occasion, La Chambre pays tribute to him by unveiling a brand new burger bearing his original nickname, “The Sheriff.” »
Throughout his career, the Hamilton, Ontario native was recognized as a tough and courageous player, never fearing anyone to defend his teammates. It was during his years in junior hockey that he inherited the nickname “The Sheriff.” » On the other hand, last year, during his first year in a Canadiens uniform, a teammate nicknamed him “Wi-Fi” to tease him with his last name.
This time is over and this fall, La Chambre restaurants are renaming Arber Xhekaj with his real nickname: “The Sheriff”
The “Le Shérif” burger (fried AAA flank steak, cheddar cheese, red onion, pickles, smoked mayonnaise, BBQ Whiskey sauce.) is available now in the five La Chambre restaurants. From each burger sold, $1 will be donated to two foundations of Arber's choice: one in Ontario, Angel Project, which provided care for his mother suffering from cancer, and a local foundation, named Inter-Culture who helps the integration of new immigrants in the area of Montreal South Shore.
“We are very proud that Arber has agreed to be our spokesperson. I think his journey resembles us and I can't wait for our customers to taste this delicious burger,” enthusiastically affirms Éric Champoux, president of La Chambre – Microbrasseries sports.
The partnership between La Chambre and Arber Xhekaj was made possible thanks to the collaboration of the MVP Group, a sports marketing agency.
About The Room:
“It is March 2013, 11 “boys” in a hockey room, helmets and shoulder pads removed, beer in hand, highlighting the effort and teamwork of the game that has just ended. We chat, we have a drink, no one wants to leave, we can feel the satisfaction, the fraternity that reigns in the place. All that was missing was a comforting meal and a TV so you could listen to the “CH” part and feel fulfilled. It was at this precise moment that the idea for La Chambre came. Being able to prolong the pleasure of a good “game” with friends. The concept was first opened in a small location in old Terrebonne. The capacity of 30 places quickly became too cramped, but served as a springboard for what was to follow…”
La Chambre has 5 restaurants: Terrebonne, Repentigny, Blainville, St-Eustache and Trois-Rivières