Yeah.... though to be fair, even more 'typically' Canadian companies rely heavily on American / foreign supply chains, which in the eyes of some may also be considered deceptive.

Like almost every "local Canadian Credit Union" has their online banking hosted by Intellect Design, an India based multinational company. A ton of them have their back office entirely in M365. A large number use American banking systems such as FISERV -- there's like, only 1-3 tiny CUs in BC that use a Canadian back-end banking system, another 4-5 in Ontario. Yet they generally all advertise as Canadian businesses, because they're Canadian owned (by their members), Canada "incorporated/operated" (business lic in Canada, physically operating exclusively in Canada), and are subject to Canadian regulations (which allow/encourage them to outsource to other countries). They're unable to function without America/foreign involvement, paying/supporting foreign companies on the regular, and are exposed to potential disruption risks should trade deteriorate (eg. USA impeding digital service to Canada, equates to them "turning off" any company reliant on those services...).

In regards to what counts as supporting a kind of patriotic Canadian consumer movement, where the line gets drawn is entirely up to the consumer. If they don't want to bother looking too closely, they may be fine with just the 'store employees' being Canadian. If they want to dig deeper, they may want to make sure that the products are generally made in Canada. Deeper still they may check the supply chains / operation items that support the business.

While I personally disagree with the lightest interpretation of it, ie the "well, our employees are Canadian, good enough!", I can't realistically expect people to research every product/service they may buy. Macroscopic alterations like that are best done through govt actions, sorta like forcing people to recycle. Our govt hasn't really taken any tangible action on this front as of yet, just pageantry and bluster for them to get re-elected. And it's unlikely that it'll become a political wedge issue in the long-run.