Check out how Michel's Patisserie is using technology to stay ahead of the market
QSR Media got in touch with the people behind Michel's Patisserie to talk about its plans and challenges, as well as its recent partnership with Olivia McMahon, winner of the 2016 Great Australian Bake Off.
Michel's Patisserie is a French-style patisserie offering sweet treats, savouries and award-winning coffee. Today there are over 200 stores Australia-wide, employing more than 3,100 people, and selling 9.5 million slices of cake every year.
QSR Media: What's new at Michel's?
It has been a very busy start to the year at Michel’s Patisserie with the announcement of Olivia McMahon, winner of the 2016 Great Australian Bake Off, as our new Brand Ambassador. This partnership is a perfect fit for Michel’s as we share the same passion for creating products that are of the highest standard, taste delicious and look amazing! Olivia has been busy behind the scenes, working with our Product Innovation team to create a range of new, appetizing treats - exclusively for Michel’s Patisserie - that offer a slight twist on traditional baked goods, which will be launched over the next few months.
QSR Media: How does the brand stay on top of the competition, especially in today's competitive and increasingly digital market?
The café industry is a very cluttered market and with a proliferation of customer choice, therefore we understand the importance of offering irresistible savouries and treats in order to stand out. We can accomplish this through our French inspired brand credentials whereby we create products with a unique French twist. Our innovation funnel has an abundance of products that will be unique to Michel’s to ensure we keep delighting our customers as well as captivating new visitors to the brand. Customer service is a vital touch point that we continue to drive and our customers love the fact that their local store knows them by name. We are fortunate to have the support of an internal digital team that work continuously to ensure Michel’s has a distinctive and notable footprint via our social media pages and via tactical online marketing campaigns. We have some exciting digital products launching shortly … watch this space!
QSR Media: What can you say about the growing popularity of accessible (vegan, vegetarian, gluten-free) and health-focused menus?
It is certainly a trend that you cannot ignore and as a brand we understand the importance of meeting consumer needs. Whilst a high percentage of our customers are typically indulging when interacting with our brand (thereby health is not a consideration) we have to acknowledge that there is a growing segment who have diet restrictions and we are mindful of this when creating products.
QSR Media: What have you observed in the consumers of today? Any trends you have noticed?
Influenced by reality cooking programmes, sophisticated domestic coffee machines and the abundance of coffee cafés, today’s customers are more demanding than ever before. They know a good coffee when they taste one and they will not accept mediocre products or service. They also demand greater choice of products with a growing trend to light meal products.
QSR Media: What are your current challenges? What opportunities do you see in the industry?
Michel’s Patisserie has been a providing great tasting cakes and treats to the Australian market for nearly 30 years and understandably we are strongly linked to coffee and cake. In line with customer trends for more choice, our challenge going forward is to grow our light meal offering, supported with a comprehensive marketing drive to grow both brand awareness and establish Michel’s as a full service offering store.
QSR Media: Any big plans for the year?
Creating and decorating cakes is not everyone’s passion and the realisation that customers don’t necessarily have the skills or time to create beautiful, personalised cakes, led Michel’s Patisserie to create of a number of “Sweet Innovations” including an in-store image printer and an industry leading, custom built, chocolate printer. The groundbreaking, retail ready Choc Printer uses leading 3D printing technology to deliver a personalised message written in delicious chocolate. This new technology is currently being trialed in select stores before rolling out to the national network.
