Key information
Founded in 1976
350 bakery-cafés
270,000 customers / day
7,500 employees
€242M turnover in 2023
Brioche Dorée
Liberty, Quality, Lovely!
Brioche Dorée, the Le Duff Group’s Breton brand and leader in French-style café-bakery products, is shaking up the codes of fast food to win over new consumers in France and even... Internationally. The reason? To get back to basics: French know-how and QUA-LI-TY.
New visual identity: well-deserved crowing
They did it! Daring to change everything and betting on quality: flour of French origin, 100% French meat (beef, ham, chicken), PDO cheese, not to mention the breads and 100% pure butter Viennese pastries made in Bridor’s bakeries near Rennes, and seasonal offers concocted by a brigade of Meilleurs Ouvriers de France.
Designed by Saguez & Partners, Brioche Dorée has adopted a new motto “Liberty, Quality, Lovely”. These three powerful ideas, written in different font sizes, sound like a manifesto. Like a republican motto affixed to the town hall’s pediment, the new motto is visible in the store as a reminder of Brioche Dorée’s commitment to French know-how.
- Liberty | For lightness on every budget, for small and large hungers, morning, noon or late evening, on the spot or to go.
- Quality | French-origin products guarantee quality, then combine the artisan’s hand with large-scale production.
- Lovely | For a generous brand, family-oriented and without fuss.
Brioche Dorée reinvents its store concept
Located on rue de la Verrerie in Paris (131 m²) and in the Val d’Europe shopping center (160 m²), this new restaurant concept is inspired by the Parisian café-bistro. The terracotta red ceiling exudes a soft, enveloping energy. A wood-style glazed stoneware floor, Hungarian point style typical of Haussmann apartments and a guarantee of French elegance. The walls are clad with paneling and moldings in light wood or jute canvas, on which various graphic elements are drawn, such as this modern-day gavroche.
Customers discover a new generation of self-service market-style and instantaneous production, manufacturing, cooking and assembly of products, thanks to the total opening of the kitchen. Custom-built by Saguez & Partners, this merchandising is equipped with a system of sliding drawers. Both a preparation and presentation island, the manufacturer-seller’s final gesture and the renewal of the offer are staged throughout the day.
Photographer (boutiques): Frédéric Baron-Morin
