Famous Brands signs deal with French chain PAUL

FAMOUS Brands said on Tuesday it has signed a deal with French chain PAUL to bring the bakery-café establishment to SA.

In terms of the 10-year licence agreement with PAUL, Famous Brands will open five restaurants over a five-year period in three trading formats. The first flagship PAUL restaurant is scheduled to open by the end of 2016.

Famous Brands group CE Kevin Hedderwick said that for some time it had been the group’s stated intent to enhance the contribution of its premium-end portfolio.

Famous Brands owns Wimpy, Steers, Tashas and Vovo Telo, among other brands.

PAUL is a family-owned French chain of bakery-cafés established in 1889 in Croix, northern France.

Internationally, PAUL has partnered with operators across Europe, Africa, Asia, America and the Middle East, and is now represented in 41 countries.

Mr Hedderwick said that research had confirmed the continued growth in SA of the higher living standard measure (LSM) and middle-income market, with consumers looking to indulge in premium brands that offered quality.

“Currently in the South African context, there isn’t another bakery-café operating in the space that PAUL occupies and hence we have an opportunity to be first movers in this category, with the most recognisable French bakery-café brand in the world,” he said. Source: BD Live