Capuccino, redesigned stores... how Paul wants to develop his French-style Starbucks concept

Drink a good coffee, accompanied by a crunchy pastry... It is on this typically French image that the Paul group now wants to focus. But inspired by an American concept. The company, which belongs to the Holder family, wishes to transform its establishments, by placing “the coffee experience at the heart of its offer”. The brand will therefore develop its “Paul le Café” concept, already launched three years ago, and which is reminiscent of that of the world-famous Starbucks chain. If the objective is to “reaffirm the art of French coffee”, Paul also seeks to target a new audience, those aged 25 and over.

Concretely, Paul intends to develop a “new generation of stores”, in parallel with its traditional boutiques. In these establishments coffee will be highlighted. On the menu, something to delight aficionados, with “great classics like espresso, latte or Americano”, or even “more gourmet drinks with flat white, cappuccino, Viennese coffee or mocha”. To serve them, “dedicated teams, with baristas and blended coffee” will be set up. So many elements inspired by Starbucks. It will always be possible to find something for lunch there, such as sandwiches or salads.

In France, a few stores have opened in recent months, such as at Montparnasse station in Paris, at Orly airport, at Lyon-Part-Dieu station, in the city center of Chartres or even at the Aire de Mornas , on the A7. In mid-November, the group will inaugurate a new store on the Champs-Élysées. In the windows, there will be no bread or large cakes, but “only drinks, hot or cold, sandwiches and pastries,” explains Maxime Holder to Les Échos.

This model, which therefore complements existing establishments, aims to simplify its offer, to better meet “the expectations of tourists”, adds the general director. Internationally, the recipe is already a hit, such as in Dubai, Saudi Arabia and Indonesia. In England, coffee even represents 25% of its offering. The group now wants to double its network of “Paul le Café” stores by the end of 2024, particularly in train stations, airports and motorway rest areas.