How a scooter and a slogan made a Regina business go viral

How a scooter and a slogan made a Regina business go viral

'It's bigger than my dreams could have dreamt,' says owner Elle Grzeda

The world is turning its eyes to Regina, Sask., and it’s all thanks to ice cream and humour.

Elle’s Café, an ice cream shop in the city's Cathedral neighbourhood, is getting visitors from all over the world after its social media posts went viral.

“It's just honestly like an astonishing honour for us,” said owner Elle Grzeda.

“It's bigger than my dreams could have dreamt.”

Elle’s Café has been open since 2020. For many, it's a great place to enjoy a dessert in summer.

In early spring this year, Regina had some cold and snowy days. The city's e-scooters were available, but people couldn't use them because they were covered in snow.

That gave Grzeda an idea for a video.

How a Regina ice cream shop became a worldwide sensation

“I thought it would be hilarious if I went and stood in front of the scooter with an ice cream cone and told everyone it was a beautiful day in Regina, SK,” she says.

The shop's TikTok account blew up.

Laura Nann, who is originally from Manitoba but now lives in Germany, said she was planning a road trip around Canada when she stumbled upon the Elle's Café videos and immediately knew she had to go there.

“I was obsessed with the videos, just couldn't stop looking at them. So we knew that we had to make a stop,” Nann said.

“I think that it's just so pure. [Grzeda] looks like she has the best time,” she said. “She’s iconic.”

The videos reached the screens of an Alberta-based band called Calling all Captains. Lead singer Luc Gaffwood said he became a fan when he saw the first one.

“People want authenticity. People just want to meet the real you, soul to soul, even through a video. That's great,” he said.

When the band visited Regina for a performance, Gaffwood added the now-iconic slogan "I’m Elle from Elle's Café. It's a beautiful day here in Regina, SK" as an intro.

“I love the energy. I love Regina. I love how y'all have your own, like, celebrity for real. So it's just kind of, give a nod to the stuff that I enjoy about the city, on stage,” he said.

Gaffwood and band guitarist Connor Dawkins took a little detour and visited Elle’s just before they had to go on stage.

“The line was huge. I remember we pulled up there and I was like, this is amazing, good for Elle, the business is booming,” Gaffwood said.

Grzeda said she can’t believe the response and she feels blessed.

“What really clicked for me, it was these people coming from the States and from these faraway places and they're like, 'We just came here for you and to see the Café,'” she said.

The store now has its own branded merchandise, so tourists can take something home with them after they visit.

“People may come for the ice cream, but it’s the experience they remember,” Tourism Saskatchewan said in a statement acknowledging the café's role as a magnet for visitors.

“Elle's videos capture the warmth, authenticity, and genuine hospitality that people associate with Regina and Saskatchewan.”

Grzeda said she’s moved when she hears people from all over the world are finding out about this city and her business.

“I still can't believe the support and love we've been getting. It's insane. We never expected it."

Andrea Vera is a Regina-based journalist. You can reach her at andrea.vera@cbc.ca.

With files from Laura Sciarpelletti and Tory Gillis