Michel’s Patisserie rebranding puts spotlight on customisation, personalisation
Check out the new concept store here.
As part of Retail Food Group’s brand development strategy, Michel’s Patisserie recently opened the doors of its new concept store.
The new store presents a revamped café design, along with an updated simplified logo, colour scheme, new packaging, and an extended menu.
Read the full report here.
Below is a Q&A with Tracey Catterall, Retail Food Group Director of Marketing and Innovations.
QSR Media: Why did you decide to refine your branding and store design?
Catterall: Retail Food Group firmly believes in innovation, and this means constantly assessing and reinvigorating our products, brands and store designs to ensure we are ahead of market trends.
It is important to us to assist our brands and franchisees in this process so that we continue to exceed customer expectations and provide world class customer experiences in our stores.
QSR Media: What inspired you to redevelop your visual identity in this way?
Catterall: Project Evolution provided us with a fantastic opportunity to further leverage Michel’s beautiful French heritage to appeal to the growing patisserie and specialty cake market.
We have been able to introduce a more French café inspired look and feel to the store design, uniforms and presentation of our cake and savoury range.
QSR Media: Can your customers expect a markedly different brand experience with your new concept stores than that of your existing stores?
Catterall: While Michel’s Patisserie outlets across the country already offer outstanding service and delicious coffee, customers of our new stores will notice a few changes that will truly enhance their in store experience.
A central barista service area gives a heightened coffee experience for customers, building on the already outstanding coffee reputation of Michel’s.
Michel’s Lilydale employs a specialist Cake Decorator to ice and decorate cakes on site as per customer’s requests for on the spot customisation and personalisation. Customers will continue to see different elements of Project Evolution entering their local Michel’s Patisserie outlet in the coming months.
Project Evolution innovations and concepts will also set the new standard for new store openings and refurbishments.
QSR Media: Results tell us that customers are responding very well to the new concept store. Can you tell us what it is they most appreciate?
Catterall: Our customers recognise and appreciate the fact that we have designed our Project Evolution store with their experience in mind.
From the moment they enter the store until the moment they leave, Michel’s new concept delivers the very best in product quality and service experience, and this is resonating with consumers.
Our customers love the new store design and its ambience. We have received positive comments on the breadth of product available, as well as the ability to have a cake personalised for someone special within minutes.
