Drink a good coffee, accompanied by a crunchy pastry... It is on this image, typically French, that the Paul group now wants to bet. But inspired by an American concept. The company, which belongs to the Holder family, wants to transform its establishments, placing "the coffee experience at the heart of its offer". The brand will therefore develop its "Paul le Café" concept, already launched three years ago, and reminiscent of that of the world-famous Starbucks chain. If the goal is to "reaffirm the art of French coffee", Paul also seeks to target a new audience, 25 years and over.
Concretely, Paul intends to develop a "new generation of stores", in parallel with its traditional boutiques. In these establishments will be highlighted the café. On the menu, something to delight aficionados, with "great classics such as espresso, latte or American", or "more gourmet drinks with flat white, cappuccino, Viennese coffee or mocha". To serve them, "dedicated teams, with baristas and a blend coffee" will be set up. So many elements inspired by Starbucks. It will always be possible to find lunch, such as sandwiches or salads.
In France, some shops have opened in recent months, such as at Montparnasse station in Paris, Orly airport, Lyon-Part-Dieu station, downtown Chartres and on the Aire de Mornas, on the A7. In mid-November, the group will inaugurate a new boutique on the Champs-Élysées. In the windows, there will be no bread or large cakes, but "only drinks, hot or cold, sandwiches and pastries," explains Maxime Holder to the Echoes.
This model, which therefore complements existing establishments, aims to simplify its offer, to better stick "to the expectations of tourists", adds the general manager. Internationally, the recipe is already hitting the mark, as in Dubai, Saudi Arabia or Indonesia. In England, coffee even represents 25% of its offer. The group now wants to double its network of "Paul le Café" stores by the end of 2024, especially in train stations, airports and motorway areas.