bake - December 2018 - 8

management

Let's Go To The
Business in the 21st century can sometimes feel like an endless
pursuit. Potential customers are everywhere, and it's up to
retailers to reach them. The traditional method of enticing
people to come into your shop may not always be the most
effective way to do business - nowadays, you may have to

MALL

take your shop to where they are.
That's the thinking behind many retailers' current strategy
of opening pop-up shops, food trucks, and other methods
of bringing their products to unconventional spaces. That's
also how Le Macaron French Pastries believes it will take its
company into the future.
The French patisserie specializing in authentic French macarons
and pastries is launching a new opportunity with strategic franchise partners as part of its overall growth strategy. Le Macaron
is looking to cater to on-the-go consumers at malls, airports,
sporting events, festivals, and other gatherings with mobile kiosks.
Smaller products such as macarons, as well as pastries, gelato,
coffee, cakes, and éclairs, can be offered at these kiosks.
"We wanted to create an opportunity that allows our franchise
owners to work in nonconventional environments and offer
guests a sweet treat when they are unable to access one of
our locations," says Rosalie Guillem, CEO and co-founder of Le
Macaron French Pastries. "Our products can easily be eaten on
the go, so a mobile kiosk aligns perfectly with our brand. This

The company already has two mobile kiosks up and running

will only accelerate our growth as we welcome a new group of

in Sarasota, Florida, and Pittsburgh. All products are made

franchisees looking to enter the fast-casual industry."

by French chef Didier Saba in the kitchen headquarters and
door as often as necessary. They are held to the same stan-

one of the company's many responses to the changing market

dard of quality as at Le Macaron's 50+ cafés, with no need for

demands of both franchise owners and consumers.

on-site preparation.

"We realized that in our stores 75 percent of our gross sales

"We opened a Le Macaron French Pastries mobile kiosk

were generated by our macarons and pastries. From this infor-

because of the simplistic business model, reduction in over-

mation, we decided that these would be the products that our

head costs, and ﬁnding real estate for the cart is easier since

mobile kiosks would present and serve to our customers," says

it has a smaller footprint," says Luke Freshwater, owner of Le

Guillem. "The advantage to owning a kiosk is that there are less

Macaron French Pastries in Pittsburgh. "We are seeing incred-

overhead costs like rent that a franchise owner needs to worry

ible success because the French macarons are a high-quality

about. Instead, franchise owners can focus more on sales and

product and we are able to connect with our customers since

customer service."

we have such a small and passionate staff."

08 < DEC 2018 | bakemag.com

LA MACARON FRENCH PASTRIES

shipped by refrigerated food truck straight to the franchisee's
Mobile kiosks are a big part of Le Macaron's future. They are

http://www.bakemag.com

bake - December 2018

Table of Contents for the Digital Edition of bake - December 2018