CONCEPT BOOKLET

French Art de vivre : French way of living that is

pleasant and free from worries, enjoying pleasures

of life such as good food & drinks, social activities

like art, fashion or culture.

Café : Primarily locations for coffee and alcoholic

drinks. Tables and chairs are usually set outside,

and prices marked up somewhat en terrasse. The

limited foods sometimes offered include croque-

monsieur, salads, moules-frites (mussels and

pommes frites) when in season. Cafés often open

early in the morning and shut down around nine at

night. Parisian cafés : the center of French social &

culinary life.

DÉLIFRANCE LITTLE DICTIONARY

Restaurant : More than 5,000 in Paris alone, with

varying levels of prices and menus. Open at certain

times of the day, and normally closed one day of the

week. Patrons select items from a printed menu.

Some offer regional menus, while others offer a

modern styled menu. Waiters and waitresses are

trained and knowledgeable professionals. By law, a

prix-fixe menu must be offered, although high-class

restaurants may try to conceal the fact. Few French

restaurants cater to vegetarians. The Guide Michelin

rates many of the better restaurants in this category.

Bistro(t) : Appeared on 30 March 1814 in Paris.

Russian cozzachs shouted “Bystro” meaning “Quick”

when they wanted to eat during the Battle of Paris.

Entered in French language immediately for places

serving wine, coffee and food. Nowadays, used to

name small places serving French home-style

cooking and slow-cooked food like “Cassoulet” (been

stew). Often smaller than a restaurant and many

times using chalk board or verbal menus. Wait staff

may well be untrained. Many feature a regional

cuisine. Notable dishes include coq au vin, pot-au-

feu, confit de canard, calves' liver and entrecôte.

Boulangerie (bakery, baker's shop or bake shop) is

an establishment that produces and sells flour-

based food baked in an oven such as bread, cookies,

cakes, pastries, and pies. Some retail bakeries are

also cafés, serving coffee and tea to customers who

wish to consume the baked goods on the premises

French cuisine : French regional cuisine is

characterized by its extreme diversity and style.

Traditionally, each region of France has its own

distinctive cuisine

Bar : Based on the American style, many were built

at the beginning of the 20th century (particularly

around World War I, when young American

expatriates were quite common in France,

particularly Paris). These locations serve cocktails, whiskey, pastis and other alcoholic drinks.

Salon de Thé : These locations are more similar to

cafés in the rest of the world. These tearooms often

offer a selection of cakes and do not offer alcoholic

drinks. Many offer simple snacks, salads, and

sandwiches. Teas, hot chocolate, and chocolat à

l'ancienne (a popular chocolate drink) offered as

well. These locations often open just prior to noon

for lunch and then close late afternoon.

WHO WE ARE OUR LEGACY AND THE ROOTS OF OUR EXPERTISE

We are French, born in Paris.

We are bakers & cooks.

Marcel Vilgrain builds the largest mill in the world ; one

of the Great Mills of Paris, belonging to the Délifrance

group and supplying our kitchens with quality flour.

The GMP open the Ecole de Boulangerie et de Pâtisserie de Paris. Here, all of Délifrance’s bakers are

trained in the tradition of French artisanal savoir-faire.

Good practice is passed on, ensuring an end product of

unrivalled quality.

The first Délifrance shop opens in Holland, allowing its

customers a taste of the produce inspired by the

French baking tradition and marking the beginning of

our international expansion.

Délifrance has now over 400 shop in the world. And it is

now part of a French farmers’ cooperative group,

Vivescia, enabling us to manage the value chain “from

wheat to plate”.

1919

1929

1984

Today

Ibn Battuta Mall , Dubai – January 17

OUR MANIFESTO

At Délifrance, we believe that every day

doesn’t have to taste like everyday. Each day

is a reason to enjoy every bite of it.

That’s why we put all our know-how and

passion into crafting delicious bakery

products that re-awaken your senses and

renew your delight for the everyday.

What makes our secret recipe like no other ?

The care of each and every one of our

people; we call it our human chain. From our

farmers, to our millers, our bakers, our

employees, right up to our customers we are

collectively committed to seek for new and

pioneering ways to improve ourselves while

cultivating the highest respect for our

heritage and the willingness to hand it over.

This not only includes the quality of our

products, but the respect of every single

person and the nature we source from,

including the promotion of sustainable

farming.

Because when you bake better each day, you

live better everyday.

Délifrance. Live everyday delicious.

Share inspiring,

gourmet, well-

balanced food, based

around the French

croissant and baguette

in elegant and inviting

surroundings inspired

by life “à la française”.

DÉLIFRANCE, BOULANGERIE

CAFÉ and BISTRO

A premium French bakery café and bistro concept The unique combination of French bakery know-how and the

typical Parisian bistro or café environment.

You never eat the same way in Hong Kong or in Amsterdam or at

the same time. Lifestyle and culture are key when we consider the

food offer..

From breakfast to « All day dining »

A balanced and indulgent cuisine, created by Délifrance bakers,

with famous French Chef’s inspiration and collaboration. Products

made fresh everyday on the spot or in a central kitchen from part-

baked or frozen bread and patisserie products… Most of them « Made

in France » mixed with locally sourced fresh, high qualitative

ingredients : we call it “French fusion food”.

The baker’s cuisine inspiration

We don’t have one shop layout. Why ? Because every location is

different. Whether shopping, working, relaxing … Occasion and time

matters when it comes to store organization.

Various consumer journeys, fitting the locations

When it comes to consumer experience, we love the idea that

our guests enjoy a moment in a French atmosphere.

French interior design

Our bakers and our Michelin star Chefs, partners for Creativity and Inspiration

The Délifrance food experience in 5 points : The Baker

Cuisine Sandwich French elegance Rituals & sharing French fusion food

OUR PRODUCTS AND MENU PHILOSOPHY

Our optional program : the Bakery theater (in-store small bakery workshop)

Consumers today want to know where food comes from, how it is prepared and

celebrate either healthy and well balanced or very indulgent menus.

We offer :

- Soups & salads - Sandwiches & hot snack

- Hot dishes - Pâtisserie & desserts

- Cold and hot drinks - Bread & viennoiserie

(included the possibility to serve wine )

Ideal to :

- Showcase French baker know how

- Leverage “Made in store” option

- Widen bread range possibilities

- Meet consumers expectation for

transparency and traceability

Only available for store > 200m²

FROM BREAKFAST TO ALL DAY DINING

BAKERY RESTAURANT

> 100 m²

LE COMPTOIR EXPRESS

15-100 m²

The “BAKERY & CAFÉ” program

Peak times will be breakfast and lunch : product offer will focus on : drinks,

croissants & pastry, sandwiches & snacks, salads and possibly soups.

Self-service

Take away or eat in

Mobile

BREAKFAST

All day dining can be supported by enlarging menus from the BAKERY &

CAFÉ program by adding hot dishes, bistro type cuisine, aperitif drinks and

tapas.

Délifrance has learnt over the years to create flexibility in different

aspects of the Concept mix. Moments of consumption will lead to

two different design programs.

The “BAKERY & BISTRO” program

MORNING GOODS LUNCH AFTERNOON TEA

BREAKFAST MORNING GOODS LUNCH AFTERNOON TEA APERITIF &

DINNER

CONSUMER JOURNEY

2 STYLES OF BOUTIQUES

The “FOOD TO WHAT ?” approach : manage local

environment and available consumers’ time

RESTAURANT

COMPTOIR

EXPRESS

Our Formats & Targeted consumer journeys : flexibility to increase turnover

MOBILE UNITS

HOSPITAL TRAVEL RETAIL UNIVERSITY CBD SHOPPING MALL

RESIDENTIAL

Today consumers want to manage their time and a retail store

should be able to provide a choice of possibilities to enjoy their stay,

be it for 5 minutes or for longer.

DÉLIFRANCE AVAILABLE FORMATS

2 STYLES OF BOUTIQUES FORMATS

TRAVEL RETAIL

RESTAURANT

COMPTOIR

EXPRESS 30-40 m²

100 up to > 300 m²

40-100 m²

2 m²

12 m²

GO

GO

GO / STOP

GO / STOP /

STAY / COLLECT

GO / STOP / STAY /

HOME / COLLECT /

OFFER / CHILL

MOBILE UNITS

FOOD TO WHAT ?

OPERATION SYSTEMS to serve customers

For COMPTOIR EXPRESS and for RESTAURANT, we can apply several way to operate

service to customers with adapted layouts and counters.

1. COUNTER

SERVICE

2. FULL

GRAB & GO

4. TAKE AWAY

or SEAT-IN

+ HOSTESS

3. TABLE

SERVICE

Sharing :

Large common table

Inspiration :

Architects designed glass

wall resembling bread

crumb

French elegance &

comfort :

Cushions & soft

comfortable furnishings

French know-how :

« L’Atelier de

création » :

The Bakery

Theatre & the open

kitchen

French « Art de vivre » :

The typical Parisian

terrace integrated to the

store whatever the

location

French inspiration :

Colors (deep blue and

deep red) and Copper :

the French cuisine

DÉLIFRANCE NEW DESIGN

INTERIOR DESIGN

2 STYLES OF BOUTIQUES CLUSTERING the DESIGN : 3 types of ambiance available

IN-STORE STORY TELLING : taylor made solutions

OPTIONS in DESIGN

2. OUTSIDE

TERRACE

1. WALL OF

WINE

3. SELF

SERVICE

Holland - Rotterdam

Holland - Rotterdam Holland – Amsterdam, historical store n°1

Belgium, petrol stations shop-in-shop

Italy - Milano

Hong Kong, International Airport – Comptoir express

Sri Lanka, dual shop with Pizza Hut

Jakarta, Indonesia

Shangai, China

OUR AMBITION : GROW WITH CONSISTENCY

DIGITAL TOOLS STORY TELLING BRAND DETAILS

AMBITION

BUILDING BRAND CONSISTENCY

• Mission : « To bring a whole, uniquely French world, focused on the taste sensations associated with bakery products to growing numbers of people all over the world ».

• Objectives : - Increase turnover per store :

- Higher traffic

- Higher transaction

- Worldwide leadership in French style bakery cafés-restaurants

- Reinforce brand attractiveness

> 2 MILLIONS

NUMBER OF CROISSANT

SOLD PER YEAR

372 STORES

FOOD

COST 30% 41 MILLIONS

> 9 MILLIONS

CUSTOMERS VISIT OUR STORES

EVERY YEAR AROUND THE

WORLD……

NUMBER OF BAGUETTES

SOLD PER YEAR

CAPEX SPLIT FOR A BAKERY RESTAURANT

CAPEX SPLIT FOR A COMPTOIR

NUMBER OF NEW

STORES OPENED

SINCE MAY 15 28 A V E R A G E R E V E N U E P E R S I T E

10,500 € PER WEEK

+25%

AVERAGE TURNOVER INCREASE AFTER

RENOVATION

AVERAGE

TICKET PER

CUSTOMER 6,74€

84% BRAND

AWARENESS IN

HONG KONG

KEY FIGURES

OUR VALUES AND OUR TEAMS

Sharing is our greatest asset.

OUR VALUES

Creativity and Talent

Our bakers and cooks are passionate about tasting and baking new ideas…

Passion for quality

Everyday, looking for the same quality in product and service for our guests

Sharing

Like the Bakery School in Paris who shares the remains of the product training

session with local charity

OUR COMMITMENTS FOR A BETTER WORLD

The Global Compact – UN since 2016

Ingredients for Délifrance bakery products :

Cocoa UTZ

Palm Oil RSPO

Carbon compensation on Heritage croissant range

We Forest program since 2015 : trees planting in Madagascar and India

Sustainable farming

Most important for our farmers : taking care of our Environment will

help preserving the quality of the first ingredient of our long chain,

wheat.

Experimental farms, big data management to reduce the fertilizers

use, variety selection, drone surveillance … our farmers are definitely

farmers from the 21st century, even though, for some of them, it is

already the 3rd or the 4th generation who takes care of their fields in

Champagne region.

WHERE TO FIND US ?

EUROPE Holland: 125

Belgium: 25

Switzerland: 2

Portugal: 1

MIDDLE EAST UAE: 2

SOUTH EAST

ASIA Japan: 49

Hong Kong: 28

Singapore: 102

Indonesia: 1

Sri Lanka: 3

Japan: 6

Hong Kong: 6

Colombo: 1

Dubai: 2

Holland: 11

Belgium: 7

Milano: 1

New concept stores

Coming soon

Beijing : 1

Shanghai : 3 Doha

www.restaurants-delifrance.com

franchise.restaurants-delifrance.com

Jakarta : 1

Oman

Maldives