SPC Group Opens Paris Baguette ‘Saint-Michel’ Store in Paris
– Be located in Paris’ best-known eatery district near the Sorbonne University
– Cater to local customers’ high-end taste by creating ‘Grab & Go’ section and snacking booth while enlisting local specialists
Paris Baguette, a bakery brand of SPC Group said on August 18 that it had opened its ‘Saint-Michel’ store in Paris, France.
The Paris Baguette Saint-Michel store opening came after the contract for the group’s second French store ‘Opera’ has been expired, and its new location is around the southern bank of the Seine which offers access to broader consumers.
In Saint-Michel, Paris’ most famous attractions such as the Luxembourg Gardens and the Notre-Dame Cathedral are concentrated, and it is a representative food alley in Paris close to the Sorbonne University. It is also well known for the jazz club of the movie La La Land and the Shakespeare bookstore made popular by the movie Before Sunset, always crowded with locals and tourists.
The Saint-Michel store has a total floor area of 160 square meters (1,720 sq. ft) and 20 seats, and offers an outdoor terrace featuring Paris Baguette’s own ‘bakery café’ concept. The ‘Grab & Go’ section, where sandwiches are prepared, has been expanded so that customers take their meals to the riverside nearby. Outside the store, customers can sit on a terrace seat or order waffles and sandwiches directly from the snacking booth.
The store design preserves the ‘wood façade’ that harmonizes well with the historic old buildings in Paris while adding an antique look to the interior with a showcase made of granite and a glass ceiling. In addition, the interior design using British hay gives a nature-friendly feel.
Additionally, Paris Baguette plans to cater to the high-end taste of local customers with differentiated products by enlisting local specialists such as a patissier from a famous Paris hotel and a chef who used to be a professor at Le Cordon Bleu, a leading French culinary school.
An official of SPC Group said, “We expect that we will be able to introduce our brand to more French customers by moving to Saint-Michel, a well-known eatery district in Paris. We will set the tone in the French patisserie market by continuously coming up with new unique product concepts.”
