PAUL bakeries Presentation

PAUL bakeries Presentation

2 Summary 1. PAUL s history 2. One «maison», shared value 3. The flexibility of the concept 4. A strong identity for all our sales outlets 5. Some figures 6. Franchise support

3 1. PAUL s History 1889 : Charlemagne Mayot led the family's destiny into the bakery trade. He ran a small bakery with his wife at rue de la Mackellerie at Croix, near Lille, France. 1908 : His son Edmond Mayot took over the family business. 1935 : Suzanne Mayot, Edmond Mayot's daughter and Charlemagne Mayot's grand-daughter, married Julien Holder. They set up home above a bakery on rue des Sarrazins in Lille. Victorine, Suzanne (Francis HOLDER s mother) and Edmond Charlemagne MAYOT. 1953 : Francis Holder, their son, started working with his parents who had bought a well-known bakeryconfectionary business from the PAUL family at place de Strasbourg in Lille. The PAUL name was retained. PAUL Place de Strasbourg in Lille

4 1958 : Upon his father s death, Francis Holder, together with his mother, took over the family bakery in Lille and developed it. We were famous for our large range of breads called 'viennois'. These were the fantasy breads that you can still find in our stores today but that were already being made at a time when only white bread was recognised and appreciated. Francis Holder. 1963 : Opening of the first PAUL branch store in the Lille region. Julien HOLDER Suzanne MAYOT married HOLDER 1972 : Francis Holder transformed the family store in Lille and installed a woodfired oven. The oven was placed in view of customers. This simple but avant-garde idea was the source of today's success: the breads were made using the golden rules of the traditional craft: kneading, nipping, shaping, preparing, long fermentation, baking... reacquainting customers with the quality and taste of good bread.

5 1987 : PAUL created a small tea-room and French-style restaurant in some of its outlets. The «Restaurant du Boulanger» was thus created. 1993 : The first bakeries with the black frontage appeared: new style, new concept. PAUL Barbieux, Roubaix PAUL Lepelletier, Lille

6 1998 : Maxime Holder rejoined the family business incarnating the 5th generation of bakers since 1889. He was shortly to leave for London to open our first bakeries in the UK. 2008 : Maxime Holder took over responsibility of developping the PAUL brand internationally. Today, PAUL is present on 4 continents with more than 150 sales outlets outside of France. PAUL opened in Moscow in 2012 Francis and Maxime HOLDER

7 2. One «maison", shared value PASSION FOR BREAD (Baker s savoir-faire) Bread is at the heart of PAUL s universe. Water, flour, yeast or levain, a little salt, baker s know-how, lots of patience our principles are timeless. Our commitment, however, is daily : to offer fresh breads that are varied and of the best quality. QUALITY AT HEART PAUL s recipes tolerate no concessions : selection of the ingredients, freshness of the products, careful presentation At PAUL, we are all the guarantors of quality, with a single objective: to please our customers. FRENCH TRADITION Through both our products and our shops, we defend a certain French art de vivre : at the same time gourmand and refined, warm and timeless. A FAMILY HOUSE A House whose name has been passed down through five generations and which is representative of the French baking tradition throughout the world over the last 120 years. For our family, PAUL is foremost a story of a passion.

From left to right 4th and 5th generations: Maxime, Elisabeth, Françoise, Francis and David HOLDER 8

9 3. A structured development model From a workshop boutique to sales outlets situated nearby From a workshop boutique, a real pivot point for development, the PAUL concept allows for other sales outlets to be deployed in the surrounds, these sales outlets can be of different type and of different surface area. This organisation allows for optimisation of space as well as a real reactivity and freshness of products in each shop. Workshop Boutique Satellite Kiosk Bakehouse Takeaway (option self service) Takeaway (option self service) Takeaway (option self service) Option tray service or restaurant Option tray service or restaurant

10 The «Workshop Boutique» concept PAUL Saudi Arabia

11 The «Workshop Boutique» concept PAUL Paris

12 The «Satellite» concept PAUL Flora, Prague, Czech Republic

13 The «Kiosk» concept PAUL V2, Villeneuve d Ascq

14 3.4. The «Self Service» option This module can be included in a Workshop Boutique or a Satellite to complement the classic tale-away service. PAUL rue des Grandes Arcades, Strasbourg

15 4. A strong identity for all our sales outlets A timeless signature At PAUL, the product is the star, from its production up to the moment it is eaten. But we pay particular attention to the way each product is presented and also to the decoration of our shops. The cosy ambience which we call rustic-chic is something that contributes to recreating the ambience of yesteryear. An authentic and timeless ambience which is also reflected in the fabrication of our products. PAUL Lyon

16 Preparation and baking visible to the customers By making our workshops visible we emphasise our know-how and give an additional proof as to our constant quest for the best quality. PAUL Singapore PAUL Saudi Arabia These windows also have a link to the family s first bakery at the end of the 19th century PAUL Kazakhstan

17 Attractive display of our products PAUL Singapore Light fittings, windows, communication elements, everything is done to show off the products and help the customers make their choice.

18 Sophisticated and cosy decoration Example of a «chic» ambience PAUL Washington

19 Example of «chic» ambience PAUL Flora, Prague, Czech Republic

20 Example of «rustique» ambience PAUL Washington Thanks to the choice of materials and decoration elements our shops give the impression of having acquired the sublime patina of age.

21 Our shops possess an identity that is instantly recognisable and one that reflects the values of our Brand. However, each shop has its own personality and perfectly fits its environment. PAUL Czech Republic PAUL London

22 Project after project, our Maison cultivates its identity whilst adopting the latest marketing and communication supports. Shop Project

Shop Project 23

Shop Project 24

25 PAUL in Russia Konstantin KRIVOSHONOK, General manager E-mail : krivoshonok@gmail.com Cell phone: +7 (903) 206-68-17