bake - April 2016 - 54

cafe

Salad Days
You may not know that May is National Salad Month. Bakery cafes

their guests. "Since our founding in 1983, we have always focused

and foodservice operators are wise to plan ahead with creative

on listening, adapting and surprising our guests," says John Cahill,

promotions that showcase the lighter side of your menus. This

president of La Madeleine. "Our Bonne Rewards app is another

type of activity, which can be hyped on social media, is a sure-ﬁre

way we're connecting with our guests and rewarding them for

way to attract more and new customers to your place of business.

their loyalty."

Corner Bakery Cafe offered a prime example of salad day promo-

The mobile app rewards guests across four levels that increase in

tions last spring when it introduced a new Southwest Salad that

beneﬁts based on the number of guest visits. The ﬁrst level, called

features more than 40 types of produce used daily at Corner

Bonjour, includes a complimentary pastry or slice of cake on

Bakery Cafe. Ingredients include romaine lettuce, shredded

guests' birthdays, customized offers, holiday event invites and a

cabbage, a quinoa and black bean blend, English cucumbers,

monthly recipe, in addition to the free lemon Madeleine or butter

roasted corn and tomato salsa and house-pickled jalapeños.

croissant upon downloading and registering.

Another leader in the bakery cafe sector, La Madeleine Country

Levels two through four, appropriately named Magniﬁque,

French Cafe, based in Dallas, continues to expand its choice of

Superieur and Crème de la Crème, include added beneﬁts,

salads beyond the traditional fare. Its salad menu consists of

ranging from one surprise reward per month to a complimentary

Balsamic Marinated Chicken Caesar, Salmon Caesar, Cranberry &

monthly loaf of bread to a complimentary meal.

Pecan Wild Field, Chicken & Bacon & Bleu, Strawberry & Bacon
Spinach, and Roasted Vegetable, Chicken & Goat Cheese.

It's worth noting that La Madeleine plans an extensive franchise
growth initiative to increase its US presence by more than 50

As you can see by these examples, it's important to get creative

cafes in the next few years. Setting the stage for impressive

with salad ingredients and include a variety of combinations with

growth in 2016, the company has announced signed agreements

different proteins.

to open numerous cafes in Arizona, Colorado, Georgia, New
Mexico, North Carolina and Texas.

Another component of any successful promotion for new menu
items involves a new approach to reaching customers through

"This is our most notable franchise growth phase in our 32-year

online and mobile marketing.

history," Cahill says. "La Madeleine has the ability to fully
immerse itself into the fabric of many of America's most attrac-

La Madeleine recently announced the launch of its new mobile

tive communities, and we are pleased to introduce our unique

rewards app, Bonne Rewards. Available at all participating cafes

and beloved brand to new markets throughout the Southwest,

beginning on February 10, Bonne Rewards was created to reward

Southeast and Rockies regions."

54 < APR 2016 | bakemag.com
http://www.bakemag.com
bake - April 2016

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