In the late 1980s, Alain Coumont, a Belgian chef, revolutionized the concept of the bakery with ‘Le Pain quotidien'. It is a place where you can find all kinds of organic products including different varieties of bread, which the customer may take away or eat, in a friendly atmosphere around big communal tables.
After a long journey of learning from the mistakes committed, and difficulties in exporting, ‘Le Pain Quotidien' is now an internationally established brand, which achieves a global annual turnover of 70 million Euros in more than 70 stores. (C. BRAY 2007) In October 1990, the first Pain Quotidien in Dansaertstraat opened, without financing, and with virtually no support.
It started with a simple concept, the sale of homemade breads and cakes, and arrived at a position where it was able to establish international franchise stores. Having concluded contracts and franchise deals with shareholders, which were often accompanied with poor negotiation, his best choice was internationalization. (C. Bray, 2007)
With a free license for France and Japan, Alain then decided to conquer the U.S. market. He launched the Daily Bread in New York in January 1997. Soon, the concept became very profitable and he opened several other stores. The stores operated under the license name PC, a Belgian owner of trademarks.
Le Pain Quotidien is currently present on 4 continents, mainly in Belgium and France, but also in New York, Los Angeles, England, Turkey, Kuwait, etc. Alain Coumont and his Pain Qoutidien is one of the most famous Belgian success stories. 1990: The first Daily Bread outlet in Brussels. 1993: 16 different stores opened across Europe.
1997: First American Daily Bread outlet was established in New York. 2009: The organization developed into a private company with over 114 stores worldwide. In the course of international marketing, I decided to examine the establishment of the New York Daily Bread, and analyze the changes implemented by the company, in order to gain a foothold in the U.S. market.
In the United States, New York is the market that records the highest purchasing power. It is a tourist town, which includes all the different ethnic groups that can be found in the United States: whites, Hispanics, African Americans and Asians. Each ethnic group has a different purchasing power in the United States. "The purchasing power of Hispanics is estimated at over $ 575 billion in 2004. The purchasing power of African Americans is estimated at 723 billion dollars in 2004. The buying power of Asians is 254 billion in 2004. "(Moroccousafta)
As far as shopping and spending in New York is concerned, I would base on a study made by UBS. The aim was to identify how many goods and services a local worker can buy with his pay. In comparison, placing New York at 100, we can see that Chinese consumers' purchasing power reached a slightly lower fourth of that of New York. "(Asia Briefing, 2009) As a result, consumers in New York have a purchasing power of medium to high.
Tags: The establishment of 'Le Pain quotidien ' in New York, Alain Coumont, purchasing power of New Yorkers
[...] This analysis marries the social status evoked by the Daily Bread. final argument mentioned refers to the social representations associated by consumers in this setting. Thus, these large loaves of sourdough bread to the dense crumb allegedly worked on patiently in the state of the art facility are intended to be spread over a large wooden table just to mean a system of values ranging down from those prevailing in the lives of these urban, modern and pressed people. These are essentially allusions to social values - family and in particular, rural values, respect for tradition and tranquility. [...]
[...] Goldblatt, Development Manager at Le Pain Quotidien, NYC) Diffusion of Innovations Place Outlets The outlets are the restaurants themselves. In New York there are 21 stores: - Uptown Manhattan First & 68th, 85th & Madison, 77th & 2nd, Lexington & 64th, 72nd & CPW, 84th & Amsterdam, Lincoln Square, Broadway & 91st. - Midtown Manhattan Central Park, Bryant Park, 2nd & 50th, Rockefeller Center, 53rd & 5th. - Downtown Manhattan West Village (Perry & Hudson), Gramercy (19th & Broadway), Chelsea (7th Ave. [...]
[...] This allows us to offer tastier products, as well as to preserve the environment. Today, more than 75% of the products we sell are organic. (C. BRAY, 2007) The organic products are a central concept, and close to the hearts of American consumers. "Driven by consumers who are ever more sensitive and aware, the market for food and beverage products is growing rapidly. United States constitutes the largest market in the world for this product group, and analysts expect the demand to continue to grow in the short and medium term. [...]
[...] A development process complying with the ancestral one, certified quality and organic nature constitute a guarantee label. ANGEL, 2009) "It is probably because they know what they should not know, that consumers avoid scrupulously questioning the authenticity of products with too many details.”No, I do not think the products are truly handmade. But the illusion is there and the atmosphere makes it all believable.” (Stephanie) “In any case it is not the place to question the reality for the sake of veracity, it is more important to find ways to be carried away by what it suggests. [...]
[...] Goldblatt, Development Manager at Le Pain Quotidien, NYC) The organic products of Daily Bread are also in a straight line with the expectations of their target consumers: women and consumers who care about the environment and quality of food. "According to various experts in health, organic food is natural, pure and contains more nutritional advantages compared to inorganic products. Due to the natural technique applied in the case of organic food, they usually have a superior taste than chemically grown food. The method for growing organic food is environmentally friendly. "(BRAD KINT, 2009) Differentiation is therefore biological. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
