THE MARKET OPPORTUNITY French Bakery, LLC is located in Boca Raton, a dynamic city in southwest Florida, counting a total population of 74,500 people. This concept brings together two markets: the kosher food market and the bread-centric fast food market. French Bakery, LLC 7
THE BREAD CENTRIC FAST FOOD MARKET The emergence of a new type of fast food bread centric concept The fast food market has <strong>com</strong>e a long way since the traditional burger and fries offer. Today, Mc Donald’s or Burger King is only one of the alternatives that a consumer can choose <strong>from</strong> for a quick meal. Many factors have pushed for this change, for instance: • Customers are more health conscious these days. They know what is and what is not good for them, and alter their eating habits in consequence. • Customers are more demanding in terms of quality of food and aliments. In this perspective, they like seeing the food-making process, which encourages new concepts with open kitchen and on-site cooking. • Customers’ taste has be<strong>com</strong>e more sophisticated since they have be<strong>com</strong>e well travelled. Thus, they expect a wider variety of dishes and specialties. For instance, a crepe, a bruschetta, a croissant, a baguette, or a fajita are <strong>com</strong>monly ordered. • Customers expect more and more to eat or be served in an environment that provides an experience, that has an identity and that tells a story. These changes have pushed for a new segment in the fast food market that addresses the search for variety, for better taste, for healthier food, and for a better experience. In the past 15 years, the US market has seen the emergence of major bakery-centric fast food chains answering those criteria. From its roots in Boston, Au Bon Pain has grown to be<strong>com</strong>e one of the leading bakery café chains. With more than two hundred locations operating in the United States, South Korea, Taiwan, and Thailand, Au Bon Pain is a leader in many trade channels <strong>from</strong> urban office buildings to airports, hospitals and suburbs. The <strong>com</strong>pany’s upscale urban cafés offer French-baked goods like croissants, baguettes, and pastries forming the core of the chain’s menu, which has expanded over the course of its 20-year history to include sandwiches, salads, soups, gourmet coffees, and other beverages. 8 French Bakery, LLC
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