Michel’s store of the future


Michel's Patisserie, Lilydale, VictoriaRetail Food Group (RFG), has opened a Michel’s Patisserie store of the future in Lilydale, Victoria as part of the company’s Project Evolution.

The store has seen a 65 per cent increase in average weekly sales against the system average, and 85 per cent increase in average weekly sales against the top ten comparable sub-regional stores.

Michel’s is the second of RFG’s brand systems to receive a Project Evolution make over. Donut King’s Project Evolution concept store opened in Marsden, Queensland in December and sales are continuing to trend at 58 per cent above comparative suburban stores.

RFG marketing and innovations director, Tracey Catterall, said Project Evolution is the result of two years of comprehensive research undertaken across the globe for international trends as well as in depth consumer testing.

“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,” said Catterall.

“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 personalisation.

“Michel’s offering of specialty cakes, savoury patisserie products and cold and hot drinks has been reinvigorated to suit changing customer tastes and food trends.

Catterall said the new concept store is a major shift in the direction for the brand.

“Project Evolution is about evolving our brand systems by anticipating consumer trends and the future of the retail environment,” she said.

“The concept store marks the start of something truly special for Michel’s Patisserie.

“So far, the customer reaction to the new look Michel’s Patisserie has been extremely positive and we are thrilled with the sales results.”

The new concepts at Michel’s Patisserie Lilydale will be trialled and refined for three months before being rolled out across the Michel’s Patisserie system.

RFG owns the Donut King, Brumby’s Bakery, Michel’s Patisserie, bb’s café, Esquires, The Coffee Guy, Pizza Capers Gourmet Kitchen. and Crust Gourmet Pizza franchise systems.

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