Top 10 American Franchises

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With a Goal of 1,000 US Locations by 2030, Paris Baguette Announces Brand Redesign to Attract Community-Focused Franchisees Nationwide


Paris Baguette, the neighborhood bakery café where communities come together over expertly crafted baked and brewed goods, recently announced a comprehensive brand redesign, which includes a community-driven store layout, elevated guest experience and enhanced digital and mobile presence.



Now, with Paris Baguette projected to open 1,000 new locations in the U.S. by 2030, the brand is leveraging the game-changing rebrand to promote growth with the specific goal of finding franchisees who are interested in opening a neighborhood establishment. 


In 2021, the brand opened 10 locations and signed 121 franchise agreements, putting it on track to meet its goal of 1,000 locations by 2030. In Q1 of 2022, Paris Baguette signed 43 franchise agreements and is on track to open 56 locations by the end of the year. Five locations have already opened since the start of 2022. The brand also expanded its footprint into two new states including Michigan and Oregon. In an effort to attract community-focused franchisees and continue its growth, Paris Baguette has introduced a new brand redesign for all new locations and a refresh for existing locations.


“All existing cafes will have elements of the new brand DNA,” said Pete Bell, Paris Baguette Chief Marketing Officer. “For example, this year, all cafes, both new and old, will have fresh artwork on the walls. They’ll also get new props to showcase baked foods. We will take an in-depth look at each individual open cafe to determine the best way to incorporate the brand refresh.”


The new design offers an elevated guest experience through every consumer touchpoint: modern and welcoming café layouts, distinguished brand packaging and an enhanced digital and mobile presence. The redesign also emphasizes a “neighborhood bakery café” focus with a new display case showcasing the artistry behind the baked goods. There will also be windows where guests can look into the bakers and cakers at work, murals in each new location that will highlight the connection to the community, new brand packaging and more. 


With a mission of creating moments of joy, Paris Baguette will also launch “Love Baked In” community initiatives, which include fundraising collaborations, non-profit organization partnerships and more. To take this community representation even further, Paris Baguette is launching a refreshed social media presence that highlights community members through the neighborhood bakery café’s footprint. The brand is also rolling out an improved digital experience through its website and app to resonate with neighbors and communities in markets across the U.S. 


Despite struggles the restaurant industry has experienced over the past two years, Paris Baguette emerged as a “pandemic-proof” franchise concept with Paris Baguette stores enjoy a whopping $2,235,198 average unit volume across the system according to the brand’s Franchise Disclosure Document. 


“We believe that the strength of our franchise can be measured most accurately by the strength of our franchisees, so we are laser-focused on ensuring that they prosper,” said Darren Tipton, CEO of Paris Baguette America. “Our high AUV shows that we’re continuing to make good on that promise. We’ve made sure that franchisees are equipped with everything they need to accommodate customers, but what we found is that most of our guests really appreciate the act of visiting a store, seeing the beautiful cakes and pastries, and picking something out. It’s a genuine source of comfort for many people, and that joy for the customer translates directly back to joy for the franchisee.”


Unlike so many other bakery and cafe concepts that have expanded to full-service or otherwise adapted their model in an attempt to combine the benefits of other segments with their own, Paris Baguette has stuck steadfastly to its small-footprint, grab-and-go model, which not only proved critical in the time of social-distancing and the mass closure of dining rooms but also allowed the brand to carve out an enviable position for itself as the dominant player in its segment. A decade ago, the brand may have had to compete with cafe-chain behemoths, but those brands have largely vacated the space, opting instead for full-service models that proved ill-suited for the new COVID-shaped restaurant landscape.


Last year, Chief Development Officer Mark Mele says the brand saw a whopping 44% increase in year-over-year sales in the U.S., suggesting Paris Baguette franchisees are better-positioned than ever for growth. Now, as the country begins to see the light at the end of the COVID-19 tunnel, Mele says the $11 billion bakery café category is particularly well-suited for what today’s consumers are looking for in a restaurant experience.


And while the overall bakery segment may be set for growth, Mele says Paris Baguette fills a specific void in the marketplace for top-notch quality goods. Most “bakeries” across the country now mainly focus on selling soups, salads and sandwiches, Mele says, which means many Americans simply don’t know where they’d go to find a simple yet delicious croissant made with an old world technique by a local baker, for example.


“We are a true bakery, which is hard to find today as the marketplace moves towards mass-produced eateries with less baking on-site,” said Mele. “People crave food brands that ignite all the senses and ultimately bring them great joy. In order to reach our growth goals, we have to give the guest something they are not used to in their communities. We are confident we can fill that gap.”


Paris Baguette is targeting several markets in 2022, and has a goal of signing 150 franchise agreements and opening 56 units. Mele said target markets for the coming year include: Washington, California, Arizona, Colorado, Minnesota, Kansas, Oklahoma, Texas, Missouri, Wisconsin, Illinois, Tennessee, Georgia, Florida, North Carolina, South Carolina, Kentucky, West Virginia, Virginia, Ohio, Indiana, Michigan, Pennsylvania and Maryland. He added that the brand will continue its development in New Jersey and New York and will expand in some additional states in New England including Connecticut and Massachusetts.