la Madeleine French Bakery & Café Plans Reveals Plans for New Restaurant Prototype
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la Madeleine French Bakery & Café Plans Reveals Plans for New Restaurant Prototype

la Madeleine French Bakery & Café Plans Reveals Plans for New Restaurant Prototype

Beloved brand la Madeleine French Bakery & Café is set to unveil an innovative restaurant prototype designed to take the French-inspired fast-casual franchise to new heights on the road to nationwide growth.

The newly designed concept, la Madeleine Petite Bakery & Café, will feature a smaller footprint and a “slightly scaled back” menu, with all-day breakfast, soups, sandwiches, and salads, in a largely grab-and-go format. The prototype was developed to expand the reach of the brand and meet the needs of la Madeleine’s loyal followers.

“As we continue to grow our street side locations, with nearly 90 open and another 100 under development, we have had demand for la Madeleine in more non-traditional venues and urban markets,” says Sheryl Fox, Vice President of Business Development for parent company Le Duff America. “In response, we created a smaller footprint prototype where we could take some of our classic dishes, such as our famous tomato basil soup and chicken Caesar salad, to satisfy this demand.”

Founded in 1983, by self-described “French country boy” Patrick Esquerre, to bring authentic French country fare to the U.S., la Madeleine has grown from a single Dallas location to a vibrant fast-casual chain, known for a warm, welcoming atmosphere and crave-worthy, hand-crafted food served up for breakfast, lunch, and dinner.

This latest recipe for growth is poised to bolster la Madeleine’s aggressive refranchising program, which includes more than 100 franchise locations in the development pipeline and plans to double the size of the brand every five years.

The smaller restaurant format, along with a kiosk version of the design, opens the doors for expansion beyond traditional café locations, largely in suburban and neighborhood markets. In addition to existing airport sites, the new prototype will be well-suited for growth in universities, hospitals, and other nontraditional places.

“la Madeleine Petite Bakery & Café will give us the ability to reach a larger customer base,” Fox notes. “We are targeting a build cost of between $550,000 to $850,000, depending upon the size of the location, which can range from 650 square feet to 2,500 square feet.”

For franchisees, la Madeleine is a solid investment, backed by strong franchise support and the muscle of Le Duff Group, a global leader in bakery cafés. The brand is seeking to grow with seasoned multi-unit franchisees, with expertise in development, proven operations ability, and a passion for the brand. With la Madeleine’s franchise initiatives still in the early stages, prime territories and, in some cases, entire designated market areas, are still available for expansion for the right well-capitalized franchise partners, says Fox.

“We are looking for experienced multi-unit restaurant operators who are hungry for growth and won’t settle for anything less than fantastic customer service and operational excellence,” Fox adds.

With the new restaurant design prototype and a bustling refranchising program, la Madeleine is bullish on the future. Plans include growth in existing markets and the addition of new company stores in one to two new markets annually, followed up by development from franchise partners.

“At a time where customers demand authenticity, we are a brand with a long 35-year heritage,” notes Fox.  “Our continued refusal to compromise on our food quality has kept our customers coming back all of these years and telling their friends!”


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Published: November 16th, 2018

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