La Madeleine Refranchising For Aggressive Growth

La Madeleine, the country French-inspired bakery-café, plans to double in size from just over 80 units to more than 160 units in the next 5 years through an aggressive refranchising effort the brand just launched.

John Cahill, la Madeleine's president, said the company will sell entire existing markets of successful la Madeleine restaurants. He said they are looking for multi-unit operators of other brands as well as existing la Madeleine franchisees who can use the acquisition of the restaurants as a solid base for growth.

"Our new growth strategy is unique because it offers multi-unit operators the opportunity to hit the ground running with whole markets and top-performing stores," says Cahill. "With the staff already in place and positive cash flow from the restaurants, franchisees can start growing the brand right away."

La Madeleine will continue to operate corporate restaurants in Dallas where it can demonstrate operational excellence to support franchisees. Corporate markets currently offered for refranchising are Houston, Atlanta, Austin, the D.C. area, and Louisiana.

"This model allows us to continue delivering the outstanding food quality and experience that our guests expect," says Cahill. "Franchisees will learn the 'la Madeleine way' from people who have served the brand for years or even decades."

La Madeleine's parent company, Le Duff America Inc., is the Dallas-based subsidiary of Groupe Le Duff, the world leader in the bakery-cafe segment with nearly 1,700 locations across five continents and 80 countries. Its new CEO, Olivier Poirot, has said that his chief focus would be on growing through franchising - following the Groupe Le Duff business model for success.

"With a brand that is as strong as la Madeleine, we have a tremendous opportunity to double its size within the next five years through refranchising," says Poirot. "We are looking for successful, committed partners with the desire, experience, and financial ability to continue operating the restaurants to their current high standards and quickly grow our brand beyond its current footprint."