I'm really excited about a third-wave coffee spot in NDG/Westmount, and it's exactly what I hoped for: Parallel 49 beans, Pacific-brand almond milk, strong coffee-to-milk ratio, friendly service. Pastry game seems average... They had a few options but nothing that screamed "fresh, local, seasonal" (like a rhubarb square! Cherry parfait! Peach muffin! It's August!)
My barista seemed to be the owner, and he was nice enough, but not super outgoing.
If he were to ask my advice (and let's pretend he did, cause I'm gonna give it regardless), I would tell him that he should put some friendly, chatty folks behind the counter, put labels on the pastries and get some pies from La Rustique or somewhere very "Montreal", and maybe put out some fresh flowers. Step it up! We want to like you more than the other guy, but we need you to want us to want you. You feel me?