In an economic context that has become more difficult, the La Mie Câline franchise is reporting improved results for 2014.
Visit franchise French cooking terminals has just presented its 2014 results: its sales totaled 140 million euros excluding tax, up 4% on 2013 on a like-for-like basis. La Mie Câline returns to pre-2008 levels. According to the chain, this is the result of good control of the company's financial ratios and its ability to meet customer expectations, particularly in terms of fast food.
Thus, despite a difficult economic climate, store traffic and consumption held up well: 580 customers on average per day per store; average basket up slightly, to €3.70 incl. VAT vs. €3.50 in 2013; 41 million customers (40 million in 2013).
These figures also validate the diversification policy implemented within the network since 2010. La Mie Câline has developed its concept to accompany its customers everywhere - from city centers to freeway service areas to the outskirts - and to respond to new consumer trends: sit-down dining, drive-through and a constantly renewed range of fast food, bread and pastry products (80 new products launched in 2014).
In 2015, a year that will be marked by the brand's thirtieth anniversary, it intends to step up support for its franchisees in a mature market. The training catalog will be expanded to help franchisees meet increasingly diverse customer expectations. It will also continue to expand its network: some 15 new stores are due to open, bringing the total to over 220 by the end of 2015.
"Today,La Mie Câline is well identified and its values of generosity and complicity shared by an ever-growing community, whether in outlets or on social networks," concludes General Manager David Giraudeau. The brand and its cookies now have over 250,000 fans on Facebook! Our main challenge for the coming years will be to maintain this closeness with our customers, and to continue our efforts to offer them fresh, tasty, quality products at every moment of consumption".
