Michel’s Patisserie unveils revved up concept store
It’s their ‘store of the future’.
Michel’s Patisserie launched their new concept store that boasts a completely revamped look with a modern French inspired café design. The new store is located at Lilydale, Victoria.
Tracey Caterall, Retail Food Group Marketing and Innovations Director, said the new concept store marks an important start for Michel’s Patisserie and a huge shift in the direction of the brand system.
“Michel’s Patisserie Lilydale is the first of its kind in Australia and features a completely new look including a simplified logo, updated colour scheme, new packaging, an extended savoury menu featuring baguettes, sandwiches and freshly baked croissants, and a modern French inspired café store design.
“A central barista service area gives a heightened coffee experience for customers, building on the already outstanding coffee reputation of Michel’s. A renewed focus on customer service sees Michel’s Lilydale employ a specialist Cake Decorator to ice and decorate cakes on site as per customer’s requests for on the spot customisation and personalization,” said Caterall.
The brand reported that customers have been reacting positively to the new store, noting a 65% increase in average weekly sales against the system average and 85% increase in average weekly sales against the top ten comparable sub-regional stores.
The concept store will be trialled for the next three months, and will be then rolled out across other Michel’s Patisserie stores.
This latest brand development is part of RFG’s Project Evolution, which according to Caterall, is a two-year comprehensive research initiative that will help evolve RFG’s brand systems by anticipating the trends in the industry across the globe.
