Thirty years after it was founded, the La Mie Câline franchise continues to expand, while working to boost the sales of its units.
Cooking terminal sign (or panéterie, as the industry has come to be known) celebrates its 30th anniversary this year, since the first store in the chain created by André Barreteau opened in 1985 in the Vendée. Today La Mie Câline has over 210 stores, nine-tenths of which are operated as franchises, with new locations joining the network every month. One of the latest openings took place in Les Sables d'Olonne. The franchise couple who had already taken over the store opposite the fishing port, opened a second unit on the Remblai a few weeks ago, to welcome all gourmands during the summer season. This strategy of networking towns is now being applied in a number of cities, most recently in Challans and Flers. In particular, by setting up on the outskirts of towns, whereas the brand has historically developed in the city centers.
In addition the diversification process The company's drive to enhance its offering is bearing fruit, with sales up 4% on a like-for-like basis to 141 million euros in 2014. The average ticket has risen in one year from 3.50 to 3.70 euros. In all, the brand now offers 120 unique and specific products in five ranges (breads, viennoiseries, pastries, sandwiches and salads, delicatessen products). This strategy enables us to reach a broad customer base: every day, an average of 624 customers visit each store. " As manufacturers ourselves, we have a great capacity for innovation.explains General Manager David Giraudeau. Around fifty new products a year leave our production site, sometimes more, as in 2014. ".
Source: Philippe Beaulieu - Franchise Magazine :
http://www.franchise-magazine.com/actualite/breves/les-30-ans-de-la-mie-caline-9181.html
