2023-09-22 16:00:00
There is now a real bakery with a bakery on the Champs-Élysées: Boulangerie Louise. Due to the reduced space of the premises, located at 50, avenue des Champs-Élysées – its basement of less than 20 square meters is accessed by a narrow spiral staircase – the oven had to be assembled directly on site. of the Bas-Rhin industrialist Bongard.
Impeccable suit and fine glasses, Moez-Alexandre Zouari, distribution specialist (Picard, more than 200 stores affiliated with the Casino group, etc.) and general director of the financial company Teract, which he created with the founder of the operator Free , Xavier Niel, and financier Matthieu Pigasse, are delighted when visiting the bakery, which previously housed the Pomme de Pain sandwich shop: “From wheat to baguettes, we are now present across the entire value chain. » Guillaume Darrasse, Deputy Managing Director of Teract, adds: “It’s not a gadget. It’s a display case that will push the machine. » Sophie Lebreuilly, who is aiming for one hundred points of sale next year, has also just opened a showcase bakery a few meters from Louise, on the very upscale avenue Marceau.
Bakery networks such as Louise, the leader Marie Blachère (more than 700 points of sale), Ange (more than 200) and Sophie Lebreuilly (60), are in the midst of an expansion phase. With around 3,000 network stores for 39,000 bakeries in France, there is still room for these chains, sometimes nicknamed “roundabout bakeries” due to their frequent location in peripheral commercial areas. Third national network, founded by entrepreneur Laurent Menisent in the north of France, Boulangerie Louise boasts around 130 bakeries for more than 1,500 employees and a turnover of just under a hundred million euros. .
At least 300 openings to come
“We are planning at least 300 openings in the coming years to make Louise a national leader,” confides Thierry Blandinières, general director of the cereal cooperative InVivo and president of Teract. He points to the store on the Champs-Élysées: “We wanted to make it clear that we were also farmers and millers. This is our strength, compared to competitors, to whom we sell flour. » Louise bakeries are banking on new locations, the sinews of the bakery war, thanks to the development of the brands “Grand Marché La Marnière”, “Frais d’ici” and garden centers (Jardiland, Gamm vert) which belong to Teract.
Perhaps due to more expensive rent, the “Louise des Champs” abandoned the traditional “one product free for every 3 purchased” promotion. She offers her Louise baguette for 1.50 euros and a range of fast food made in the on-site oven (hot sandwiches and pizzas). The opening on the Champs-Élysées should make it possible to see if the Louise concept interests foreigners, with perhaps international development subsequently. The local baker chose his signature: four strokes of the blade on the bread.
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