MF Newsletter V.4 2022

CONNECTIONS

1.

TARTINE CONNECTIONS

TARTINE CONNECTIONS, SEPTEMBER 2022 ANTWERP

We speak for everyone when we say what a triumph! We felt that the week of Tartine Connections was a special time in which every single person connected with someone who they wouldn’t necessarily have expected to; whether that be through a language you couldn’t have foreseen the other person knowing, having the same pet names or sharing anecdotes about their own missed flights! Many memories were created and hopefully cherished for many years to come.

In saying that, each person we have spoken with since we said our farewells is that the brand has truly revitalised itself – not just at brand level, but through their colleagues and peers in both Franchise & Company owned markets. There is a real sense of motivation in the air to tackle whatever may be thrown our way and for that, we want to say thank you!

There is a lot to come between now and the next Tartine Connections and we are really looking forward to joining you all for the ride.

Martin Dluhos

Annick Van Overstraeten

Alain Coumont

1. PEOPLE CULTURE 2.

WELCOME TO THE FAMILY

We would like to welcome to Le Pain Quotidien Family 5 new countries that will be opening their first bakery very soon: Morroco, Greece, Luxemburg, Kingdom of Saudi Arabia and Uruguay.

MOROCCO GREECE

Smail Belghiti Laila Zerouali

Theodore Panagopoulos Alexia Loram

KINGDOM OF SAUDI ARABIA

Guitierez

Lou Reiter

Claude Laklak Agustina

LOCAL HEROES COFFEE COMPETITION IN UK

Last August we celebrated a coffee competition in London open to all kind of staff. The winner came to join us in the first tartine Connections 2022, and help on making some coffees during the second day of the convention. We were very happy to host Michael!

Congratulations!

This competition was open to all baristas, head baristas, and anyone passionate about coffee and latte art.

COFFEE GENERATION COMPETITION

This competition is open to all baristas, head baristas, and anyone passionate about coffee and latte art.

READY, STEADY … GO !!!

The Coffee Generation season opens on the 1st of August 2022.

Each bakery will hold its bakery round.

A winner will progress to the Area round on the week commencing the 15th of August

The 3 winners from the area round will progress to the Semi-final in Farming Academy on the morning of the 25th of August 2022

The 3 semi-final winners will progress to the Grand finale on the evening of 25th August 2022.

A jury of experts will take place.

All participating team members, buddies and managers are invited to this fun evening.

1

STRUCTURE OF COMPETITION

COFFEE GENERATION COMPETITION

READY, STEADY …

The Coffee Generation season opens on the 1st of August 2022.

Each bakery will hold its bakery round.

A winner will progress to the Area round on the week commencing the 15th of August

The 3 winners from the area round will progress to the Semi-final in Farming Academy on the morning of the 25th of August 2022

The 3 semi-final winners will progress to the Grand finale on the evening of 25th August 2022.

A jury of experts will take place.

All participating team members, buddies and managers are invited to this fun evening.

STRUCTURE OF COMPETITION

IN PREPARATION

Review your knowledge using the Mapal learning platform.

Make sure you know all about coffee history and its way to Europe.

Work on your latte art.

Think of an original coffee recipe flavoured coffee, or a coffeebased drink/cocktail that could be served in Le Pain Quotidien.

Ask your manager to support you if you need more guidance.

3 4

Each

2

PRICE

Bakery

1 will be the winner.

JUDGING CRITERIA

PRICE

Bakery round participants will get a Le Pain Quotidien

LOCAL HEROES COFFEE COMPETITION IN UK

Some pictures of the amazing coffee cometition event hosted in Tottenham Court Road!

LOCAL HEROES

KRIS POTEMANS, LE PAIN QUOTIDIEN LEUVEN, BELGIUM

Over the past years, our company weathered a restructuring, a pandemic health crisis and several lockdowns, an energy and a supply chain crisis, to name a few. As a group and as a brand, we are coming out stronger. With so many new people joining the family, we felt it was important to introduce them to the brand and hear the story from one of the pioneers. Our team visited Kris Potemans in the university town of Louvain, one of the original franchisees of Alain, and still growing strong today.

• Hi Kris, thanks for having us over in Leuven. Tell us about your history with Le Pain Quotidien. What is your background? How did you start out? Why Le Pain Quotidien?

I started out in 1994, 4 years after Alain opened the first Le Pain Quotidien in Brussels, Rue Dansaert. At the time I was working on a PhD at the local university of Leuven, the oldest university in Belgium (1425) but little by little I discovered that I didn’t have the right mindset to become a successful researcher and the academy was not an environment that could motivate me permanently. As a young man, I did not have the virtue of patience: I wanted to make a real difference and see tangible change because of my effort – while a PhD is something that often only pays off in the longer term

While I never received any formal education in hospitality, I’ve always had a true passion for food. My grandparents ran a local pub, while an uncle of mine owned a catering / traiteur business. But above all my mother cooked every day with great dedication and pleasure for me and my siblings (we were five with a father who was always hungry!) So the importance and joy of authentic food has always been there in my life. Even today, I can get really grumpy when being served bad food in a disinterested manner.

In my younger days I traveled a lot around the world, and I spent a lot of time in the mountains all over Europe. A key part in the essential joys of experiencing the Alpine world is what I would like to call the simplicity and authenticity of mountain life: you live in and with nature, somewhat isolated but in tune with everything around you. That simplicity and authenticity can also be found back in the food: the produce is local only, not processed, seasonal and the dishes are simple: a local goat cheese, an oven baked sourdough mountain bread, sometimes some dried meat or homemade liquor.

In the late 80’s and early 90’s the Belgium food scene was losing a lot of that authenticity. On the retail side, a lot of small butchers, bakers and fishmongers started disappearing or were acquired by groups looking for scale. With the scale came levels of industrialization which unavoidably resulted in quality loss: bakers started working with premixes delivered to them by industrial players, butchers started selling meat, produced and processed on a massive scale. Supermarkets also started sourcing from the same industrial players and launched a highly standardized – almost anonymous - offering.

At that time, I heard about Alain Coumont - a young chef turned baker in Brussels who did everything “contrarian” to the upcoming industrial trend: in a shop he casually called Le Pain Quotidien. He only baked organic sourdough bread and used no industrial or artificial ingredients whatsoever. Instead of the continuously growing industrial assortment he only offered a limited range of simple products he served in a deliberately “shabby” consumption room next to his bakery. Although some people at the time said a bakery with such a limited assortment, a strict no smoking policy (keeping in mind that all restaurants were allowing indoor smoking) and a single ramshackle communal table to be shared by all guests would never work, I found the revolutionary thinking very appealing and inspiring. As luck would have it, the owners of a small homemade pasta restaurant in Leuven, I frequented a lot at the time, took a franchise license with Alain Coumont. When I heard this – in a moment of temporary insanity as some would claim - I offered them my services as a store manager and strange enough they accepted. This job came to me as a calling. For the first time in my professional life, I truly felt in place.

LOCAL HEROES

KRIS POTEMANS, LE PAIN QUOTIDIEN LEUVEN,

BELGIUM

• Why a franchise formula? Why Le Pain Quotidien?

The first franchise contract we originally signed with Alain was literally a single page of A4. In essence, it was a supply contract whereby we were sourcing organic bread and viennoiserie from Alain’s atelier on a daily basis. The small atelier in the back of the original Dansaert bakery quickly became too small and Alain had invested in a larger atelier in Brussels to supply his own stores and a handful of franchisees in Belgium. There were no brand royalties, there was no marketing support, and our menu was a loose interpretation of the original Dansaert menu Alain had developed.

When people hear this story, they wonder how the brand became so big while not losing any of its original values of simplicity, authenticity, quality and conviviality along the way as it grew from 10 stores in Belgium to over 200 worldwide. I discovered the answer when I gradually visited and met the other original Belgian franchisees: Alain had not picked them based on financial potential, the locations they owned or their historical track record or merits in the industry but had selected all of them based on mindset and shared values. Until today, I consider that approach one of the unique characteristics of Le Pain Quotidien.

Nowadays, I feel there is a good balance between brand guidance and not having a 500 page rule book to follow. Compare the franchisee /franchisor relationship to the one between parents and children. Children do not know everything about their parents, but they simply learn by example. The family you grow up in doesn’t have all believes, truths and convictions explicitly documented in manifests and charters. But one way or the other, history does its work and what really matters gets picked up by the children and passed on implicitly to the next generation. I believe it is just the same way with strong authentic brands: if you truly live and stand by your values on a day-to-day basis, there is no need for an army of consultants to come and audit on a monthly basis.

• What is the benefit of a franchise formula?

I see two main values in a franchise formula: the brand and the support services offered by the brand. The core values the brand is based on are more relevant today than ever. Since the global pandemic, even more people have come to realize the benefits of a healthy lifestyle and the importance of healthy food. Because our core values remained central in everything we did over the past 30 years, the brand has become a “ love brand “ – that’s completely different from a “thumbs up like brand” - for a very wide audience and for a wide number of reasons: simplicity, quality, organic food, ecological, local choices, with attention to animal welfare…

Le Pain Quotidien is one of the few food and beverage places where the exterior of the store does not give you an indication of the sociodemographic composition of the audience. We remain a very inclusive brand that has been able to break though the social stratification you see in so many other places. Le Pain Quotidien is there for everyone. In my restaurant young mothers and their children, retired people, entrepreneurs, students, artists, craftsmen and business man sit shoulder to shoulder. Alain often says that « on est le restaurant des pauvres et la cantine des riches ». The trust consumers put in the brand on a daily basis is the most valuate asset I receive as a franchisee. The unique brand DNA is something I consider every franchisee to be the guardian of and something we should cherish; it offers tremendous potential for sustained growth.

Out of the wide variety of services the franchisor nowadays offers, ranging from marketing support to menu development and training I would like to highlight two: logistics and technology. Especially the logistics services offered are world class. Our brand choice for fresh natural ingredients requires frequent daily distributions of a wide range a fresh ingredient, combined with the opportunity to adjust quantities on last minute timing offers franchisees a powerful flexibility tool that I feel is unique in its kind. It allows me to serve fresh healthy local food prepared in house to my guests every day while keeping cost and waste down to a minimum.

LOCAL HEROES

KRIS POTEMANS, LE PAIN QUOTIDIEN LEUVEN,

BELGIUM

Also, the ability to keep evolving our offer to the changing consumer needs is a plus. Amidst the several waves of lock downs during the COVID19 pandemic, we quickly rolled out a presence over different ecommerce and delivery channels. Initially, I was a lukewarm supporter of opening an ecommerce shopfront: not really part of our brand story and history; difficult to convey the core values of authenticity and conviviality; while only making the operations more complex. But during the pandemic I saw it as a good way to not disappoint our most loyal customers and a way to avoid having to let go of people or put all staff on unemployment. The fact that our healthy fresh food offer stood out amongst fastfood competitors who dominate the ecommerce restaurant segment perhaps allowed us to also introduce Le Pain Quotidien to new customers. While at first, I expected the online order volumes to decline after the crisis, I now realize that even after fully reopening the changing consumer behavior meant that these volumes have almost stayed on the levels we saw during the pandemic. We have orders coming in at the strangest times of the day for meals from all dayparts of our menu. Offering this “convenience” aspect should not be underestimated.

Although professionalized, structured and organized for more uniformity along the way the relationship has never been a top-down hard franchise way of working. There always has been room for discussion. While every long-term franchise relationship is give and take and we sometimes disagree, there has always been room for discussion and willingness to listen to each side. Together we shaped the global offer to what it is today. I found it rewarding to see some of my own ideas have later been picked up by the brand globally. When Alain realized we never had a commercial soft drink (such as Coca Cola) on the menu but were offering our guests homemade juices and lemonades instead he banned all commercial soft drinks globally. Also, the goat cheese salad – albeit with some other ingredients - first featured as a local special on the Leuven menu. I was very happy to hear the brand plans to strengthen the co-creation effort and has made it one of the 2023 priorities.

• What are the downsides of being a franchisee? Can you still put your own accents?

have for new franchise partners who may be thinking of joining the family and starting their own Le Pain Quotidien?

• What good advice

The first one is the brand immersion I talked about earlier. Read Alain’s books, talk to the people in the family and network, make a genuine effort to understand the brand and its culture. Try to comprehend our “otherness”, where we differ from the rest. Be present in your store as much as you can. Do not hide in the management office but be present from the opening. Take the freshly baked croissants out of the oven yourself, have the 2kg breads go through your hands, observe the staff connecting with guests. Learn the implicit hidden cultural values in the same way as children learn from their parents.

The second has to do with location. One of the most important tasks you have as a franchisee is picking the right location. To me, location is everything and needs detailed and deep thought. The local neighborhood location of my store has a lot of footfall during the day – and that’s important- but also still offers the charm and (alternative) atmosphere you will never find in a gentrified high street area. The authenticity of our brand doesn’t require us to buy fake high street credibility - something that in my opinion doesn’t fit the brand anyhow. At one point our Leuven store risked becoming the victim of its own success: the dining room was so crowded and waiting lines were becoming so long people started walking away. I spent years looking for a second locations but couldn’t find any meeting my criteria. When the store next to mine became available I did not hesitate a split second. It was like coming “home” for a second time.

Lastly my advice to starting franchisees is to never underestimate your role as an employer. The brand promise to consumers goes hand in hand with the employer brand promise to our hosts. I don’t consider them employees; I consider them to be the ambassadors of the brand. Managers who spend their days doing administration in the back office miss everything: they don’t know their guests; they don’t know their hosts and they miss out on all the opportunities to make a meaningful connection. And when recruiting, don’t look for experience and hard skills but prioritize personality, authenticity and character. The rest can be trained. That’s the only way to be able to open a place that guests will discover, appreciate, go back to and start feeling at home.

do you

NEW BAKERY OPENINGS 3.

NEW BAKERY OPENINGS

Congratulations to the teams in Colombia with the opening of casa 70, to the team in Argentina for the opening of Madero Harbour, Villa Urquiza and Nuevo Quilmes, and to the team in Brazil with the Albert Einstein Kiosk.

All three locations opened their stores with the new look & feel of 2022.

Welcome to our Le Pain Quotidien Family and we wish you a bright future together!

MADERO HARBOUR, BUENOS AIRES - 7TH OF JUNE 2022

VILLA URQUIZA, BUENOS AIRES - 20TH OF SEPTEMBER 2022

We are very excited to be sharing the opening of the second bakery in Colombia, Bogota. Thank you, Diana and your team, for the amazing job!

CASA 70, COLOMBIA - 2ND OF SEPTEMBER 2022

NEW BAKERY OPENINGS

DANSART STREET, BELGIUM - 16TH DECEMBER 2022

Rue Antoine d’Ansaert was on October 26 1990 the scene for the birth of our very first restaurant. Alain Coumont launched Le Pain Quotidien with his signature 2 kilo sourdough bread and the large communal table in the middle of the restaurant. Both a revolution for that time.

Now, 32 years later, it was time for this iconic location to get a long overdue refurbishment with the new interior. We doubled the size of the restaurant by adding the location to the left. The restaurant has been remodelled based on the successful business model from neighbourhood locations like Waterloo, Overijse and Wemmel.

An official opening will be held by mid of January with our founding father Alain Coumont present. Hope to see you all soon in the new/old location in the heart of Brussels.

NEW BAKERY OPENINGS

We also want to share the bakeries that have been remodeled to the new look and feel. One in France le Marais and also our very first bakery opened back in 1990.

MARAIS, FRANCE - 27TH OCTOBER 2022

NEW BRAND AUDIT

Previously known as Operations Excellence Review (OER), the Brand Audit is an unannounced assessment into the health and image of our bakeries. It is an objective view at the bakery performance at a given point in time. Similarly to OER, The Brand Audit covers Food Safety and Brand Standards expectations in any Le Pain Quotidien bakery, globally, however with the new audit, additional sections and standards were added to make it more complete. The purpose of the Brand Audit is to continue improving operating standards in all Le Pain Quotidien bakeries through providing a 360 view into the performance, identify existing or potential opportunities, preventing issues concerning food safety and to recognize and share best practices and positive behaviors in the bakeries. The Audit gives us a clear view of the key components of the bakery operations, allows to create supplement training and support tools tailored to bakeries needs and celebrate success and best practices globally.

STRUCTURE OF THE BRAND AUDIT –

1. New Platform

WHAT IS NEW?

The Brand Audit’s structure consists of three Platforms. The Food Safety Platform and Brand Standards Platform are still there however a third one has been created: the Brand Standards Key Elements Platform gathers the key aspects of brand standards, into ten positions. The aspects that impact the Guest experience directly either through ambience, the service, or the product itself.

2. New Questions and Evaluations

- Food Sampling (Brand Standards Key Elements Platform)– the auditor will order one of the dishes and evaluate their presentation, taste, accordance to recipe.

Visual Merchandising (Brand Standards Key Elements Platform) –compliance with the Visual Merchandising Guide in terms of merchandise organization, display, and presentation will be reviewed

-

- Marketing Story (Brand Standards Platform) – a set of six questions evaluating the compliance of marketing and communication materials, external and in-store decorations, and such, with the Brand Guidelines

- Delivery Procedures (Brand Standards Platform) – reviewing the process from product quality through order assembly, packaging, to food travel

- Covid Spread Prevention Measures – this is a non-scored section that we have decided to add in case there are any measures in place related to this matter

- Le Pain Quotidien Commitments – this is a non-scored section, to allow us investigating where we are in terms of the cage free eggs and chicken welfare commitment.

3. New Scoring

NEW BRAND AUDIT

BRAND AUDIT APPLICATION

Our technical partner for Brand Audit is Holifresh, that specializes in connected solutions for monitoring critical parameters (temperature, humidity, CO2, etc.) during storage and transport and the digitalization of health management plans. Together we customized the auditing application – HoliAUDIT – and tailored it to our needs.

With HoliAUDIT, we can manage all audits and their follow-up. Each standard – both compliant and non compliant - included in the audit can be commented and photos can be attached. Each audit can generate an "action plan" to be filled in by the manager and the follow-up of it is easily done through the application. HoliAUDIT ensures detailed reporting with possibility to export all data.

BRAND AUDIT SUPPORTING TOOLS

1. Brand Audit Guidebook

The Brand Audit Guidebook is a tool for the auditors to guide them through the assessment, facilitate the opportunities judgment and measurement and ensure that each opportunity found, is measured the same way no matter the bakery or market the finding is recorded. However, it is also a good tool for the Teams to learn what is expected and what will be measured during the Brand Audit

Each standard on the Guidebook checklist has two sections:

• Compliant – What to Observe – a list of main standards and/or desired behaviors that the auditor is looking to see while observing the bakery and performing certain activities, like temperature checks

• Non-Compliant – Deduct Points If – cases in which points should be deducted for certain standard not being met or certain behavior not being observed

The final part of the Brand Audit Guidebook is an Appendix that contains specific items the auditor will (among other) measure against. For example:

• Market variations and specificity

• The choice of menu items to be ordered during food sampling and the required quality standard

• Brand Guidelines indications for blackboards and A-Frames, table decoration, packaging, plants and pottery, etc.

• Specific procedures

2. Brand Audit Self-Assessment Tool

The Self-Assessment Tool is a spreadsheet that reflects the audit application used by Auditors while performing the Brand Audit. The tool has been developed to make it possible for the Teams to perform the Brand Audit on their own:

• Ahead of the “official” Brand Audit – to check the situation and identify areas to improve

• After the Brand Audit – to review the action plan completion and execution

The content of the tool is the same as the content of the Brand Audit, when it comes to platforms, sections, questions, checklist and scoring system. The scores are calculated automatically after recording findings.

MARKETING

NEW SERVING WARE

As part of the global rebranding, that was initiated in 2020, we also had a look at the coffee cups and plates. Staying true to our DNA and design principles we’ve gone thru a year long process in developing and testing a new and improved set of serving ware.

We proudly present 2 colours that are based on the interior colours: one earthy & muted toned and one more inspired by the green and brown from forests & nature.

COFFEE CROCKERY

SKU’s:

Espresso cup - diameter 5,5cm

Cappuccino cup - diameter 9cm Saucer (with double rim - can be used for the 2 cups) - diameter XX cm Milk jug - 40ml

All these SKU’s are available in the 2 colours. The espresso cup serves single espresso.

The cappuccino cup serves: double espresso / americano / long black / cappuccino / flat white other milk-based drinks (like macchiato & latte) are served in a glass.

The hot chocolate and teas are still served in the classic Le Pain Quotidien bowl.

Orders need to be placed with a forecast 3 months in advance to ensure sufficient stock.

Crockery ordering

Cappuccino – 12 to a case Espresso – 30 to a case Saucer – 20 to a case Milk jug – 30 to a case

NEW SERVING WARE

PLATES & TARTINIÈRE

SKU’s:

Small plate - diameter 15,8 cm

Big plate - diameter 25 cm

Tartinière - diameter 28 cm

Small coupe  - diameter 17,5 cm

Big coupe - diameter 24 cm

All these SKU’s are currently only available in the beige colour. We are working on also getting them available in green.

A manual that explains which plate should be used for which type of dish will be created by the F&B team and will be available for you by the end of the year.

Orders need to be placed with a forecast 3 months in advance to ensure sufficient stock.

Plate ordering

All 4 plates – 9 to a case Tartinière – 15 to a case

NEW SERVING WARE

TESTING PROCESS

The coffee crockery was tested in 3 Belgian stores & 1 in Paris (2 flagships & 2 neighbourhood) During 4 months (Tested in Mechelen 148 days, Ghent 196 days, Paris 96 days)

The crockery was put through the dishwashers at normal washing temperature as per their local legislation (between 65-80 / 149-176 in Belgium)

CONSUMER SURVEY ON THE COFFEE CROCKERY

Marketing did a customer survey and the customer experience was positive:

Consumer appeal up: consumers like the new crockery more (11% increase versus 6% decline in control group )

Sales up: we sell more coffee (-13% versus 2019 in test stores versus -22% versus 2019 in control group)

Profit up : shift to more milk-based coffees

Higher value for money perception in restaurants where we had the new crockery

TRANSITION INTO NEW CROCKERY

We recommend when opening a new restaurant you immediately launch with the new crockery.

Later you can introduce the new crockery store by store, no need to pull out all the current crockery all at once. A good in between option would be to move crockery around between stores. Take the current crockery from store 1 and move it to store 2. That way you can introduce the new crockery in store 1.

ALL DAY BAKERY CAMPAIGN

Campaign presented by Pieter Conings @ Tartine Connections Antwerp in September. Full campaign details and toolkit are available on the ADBG.

2023 is the year where we launch this campaign globally and we would like to help you set up this wonderful all-round campaign in your market.

The campaign contains tools to be able to reach our guests throughout their consumer journey. It is up to you to cherry-pick which touchpoints work best in your market.

We are here to assist you every step of the way.

INTRODUCTION

Our name says it all: we’re a bakery. But for the past thirty years, we’ve become a bit more than that. We’re a bakery where you come for bread, but also one where you take your friends. One where you taste each other’s tartines, salads, pastries and other organic goodness, any time of day. One where the bread is allowed time. Because to us, bakers, that is the ultimate ingredient: the time until our sourdough crust cracks just right. Until the crumb woos everyone at the communal table. Our bread is where it starts. Day after day. And this campaign is here to remind our guests.

CONCEPT

PRICING & COST OVERVIEW

INGREDIENT COST ONLY

Chive & Gruyere Scone

Recommended COGS per LTO item and units sold per store per day. Please note prices based on US market and are food cost only.

Chive & Gruyere Scone

Background:

A savory craving for the morning or afternoon, with organic flour, butter, black pepper, chives, Gruyere, this scone is best served warm.

A nice savory addition to the bakery counter.

Baked Egg Strata with Prosciutto & Asparagus

Background: Breakfast on the go! Serve hot, great heat and serve product from the bakery counter.

A great way to upcycle day old bread

Prosciutto, Tomato & Asparagus Toast

Background: Our toasted Wheat Sourdough with slow cooked tomato confit, roasted asparagus, manchego, arugula and organic olive oil.

Slow cooking tomatoes with olive oil, thyme salt and garlic, is a perfect way to concentrate the flavors of tomato when off season.

Baked Eggs with Moroccan Chickpeas

Background: Slow simmered chickpeas in tomato and spices, baked with two organic eggs, pairs perfectly with our organic breads.

Great breakfast, brunch or light lunch with a side salad addition.

Harvest Wedge Salad

Background: Half romaine topped with roasted chicken, crisp apples, celery, spiced pecans, balsamic onions, Fourme d’ Ambert, parstley and garlic balsamic vinaigrette

FOOD INSPIRATION

Warm Sumac Roasted Cauliflower

Background: with farro, pomegranate, breadcrumbs, arugula, romaine and green goddess labneh

A great combination of warm and cold temperature, cauliflower is the center of attention in this dish, served with a side of bread

Spiced Morrocan Chickpea Stew

Background: with farro, greek yogurt, romaine, arugula

Slow cooked chickpeas simmered with tomato, spices, red onion and garlic, pairs perfectly with our crusty bread and some hearty grains to soak up the goodness.

Pumpkin & Manchego Gratin

Background: with balsamic onions, pumpkin seed pesto, pumpkin seeds and arugula.

A throw back reinterpretation of an Alain Coumont dish from 2009, simply prepared and vegetable centric, pairs great with a crusty loaf

Chocolate & Cashew MOOSE Bars

Background: A vegans delight, bittersweet chocolate with cashew cream maple syrup and our granola cookie crumbles

For Valentines day, can be made in heart molds

Matcha Lemonade

Background:

Matcha is finely ground powder of specially grown and processed green tea leaves. Since matcha is made from the entire leaf, it has a higher concentration of antioxidants than traditionally-brewed green tea.

Matcha powder is combined with Le Pain Quotidien’s refreshing lemonade to create this delicious springtime beverage with a vibrant green hue. Item

2ND

Please do share your picnic sales and also few pictures of your beautiful picnic boxes and counters to franchise.support@lepainquotidien.com.

The winner of this second global contest will have to sell the most amount of picnic boxes per month per store during the summer months!

8. AROUND

WORLD

JAPAN

Open since 2009. We have 3 bakeries. 2022 trading vs 2019 for P11 3.96%

Market Activities

• Japan - The borders finally opened for tourism from mid November 2022

• Martin visited Tokyo stores in December

HONG KONG

Open since 2014. We have 1 bakeries.

2022 trading vs 2019 for P11 (12.25%)

Market Activities

There will be a new catering menu based on the Belgian menu thats being launched in January 2023

Market Activities

Kids Activities: Tartine making workshop for kids at RGS Dubai during the Global Be Well day

• Launched Pink Bottles – 10 aed of each bottle purchased will be donated to Pink Caravan to support Breast cancer patients during Breast Cancer awareness month

3 Stores achieve Platinum Hygiene Audit

Veganuary menu will be launched from Jan 1st

SWITZERLAND

From around the world

NETHERLANDS

Open since 2008. We have 5 bakeries. 2022 trading vs 2019 for P11 (10%) Market Activities • Team activities.

TURKEY

Opened since 2004. We have 3 bakeries. 2022 trading vs 2019 for P11 173.26%

MEXICO

Market Activities

• Mexico team brought another year LPQ to F1 grand Prix

• Annick and Joost visited the Market with Martin in November 2022.

• Mitikah Tower will be open by January 15th.

• The market will host the brand F&B Summit in Mexico City

BRAZIL

Open since 2011.

We have 7 bakeries and 1 kiosk.

2022 trading vs 2019 for P11 5.69%

Market Activities

• Instagram reach 100k followers! Congratulations team!

• MF team visited the market recently.

• Opened Albert Einstein Hospital small format store 7th December

BELGIUM

Open since 1990. We have 33 bakeries.

2022 trading vs 2019 for P11 (1%)

Market Activities

• Easy fairs have opened this Q3 of the year 2022.

FRANCE

Open since 1998.

We have 13 bakeries.

2022 trading vs 2019 for P11 (28%)

Market Activities

• The French team hosted the final 30th Anniversary Campaign lunch last 28th of June 2022 in the bakery,a beautiful location in Varenne, Paris.

• Le pain Quotidien Marais reopen the doors with the whole new Look and feel.

UK

Open since 2005

We have 13 bakeries.

2022 trading vs 2019 for P11 (20%)

Market Activities

• Tom Harries was announced as the new Managing Director for LPQ UK

SPAIN

Open since 2011.

We have 3 bakeries.

2022 trading vs 2019 for P11 (11.02%)

Market Activities

• Welcome to the team Sofia Paz as the new R&D Manager

I have been working in the hospitality industry for over 10 years now, but I have had a passion for food for my whole life. I grew up with a special appreciation for travelling and learning about different cuisines, which has helped me develop my creativity skills when it comes to food innovation. I graduated from Hospitality Management and then specialized in professional Pastry Arts in both Paris and Barcelona. After working in restaurants, hotels, catering, bakeries and pastry boutiques, I have had a wide range of expertise in the industry in different fields. A few years ago, I had the opportunity of joining Le Pain Quotidien, working in the Operations Department, as a restaurant and area manager for Barcelona. Now I came back to the team and I am currently in charge of the Research and Development Department for Spain. Besides my love for food, I feel personally close to the LPQ core values and concept, which is one of the many reasons why I am thrilled to be a part of this team and support in this amazing growth process. I am looking forward to working with you all and hopefully meeting soon!

Sofia Paz, R&D Manager

COLOMBIA

Open since 2017 We have 1 bakery 2022 trading vs 2019 for P11

Market Activities

• New Le pain Quotidien casa 70 has opened.

ARGENTINA

Open since 2012 We have 31 bakeries. 2022 trading vs 2019 for P11 417.77% Market Activities

• Luc visited the production center and the team worked with him on improving the bread and viennoiserie recipies.

• Argentia Instagram reached 100K followers! Congratulations team!

• Igancio joined the team as Operations Director

My name is Ignacio Gini, I have 2 bachellor´s degrees in business & International trade. I am also an MBA candidate. I am new to the hospitality industry, I joined Le Pain Quotidien 2 months ago as Operations & Franchise Director for Argentina. I have over 17 years of experience working in business to business, fast moving consumer goods and consulting. In the last year and a half, I founded my own strategic consulting company called MVP. Before that, I worked over 10 years in The Coca-Cola Company as Operations Director for Argentina & Paraguay. Before joining Coca-Cola, I worked and lived in Thailand, Vietnam and Indonesia working as a main supplier of Adidas & Nike among other brands. I love music: I play guitar in a rock band and we play some gigs every now and then, nothing too serious. I love animals: I have 4 dogs, all rescued. They are my passion together with my wife Carla. Before joining LPQ, I knew the Brand as a regular customer and I joined the team seeking an experience working in a fast growing consumer centric company.

Ignacio Gini, Director of Operations

world

GUEST SATISFACTION ANALYSIS

The results of avarage rating on YEXT for November 2022 (Franchise & Company owned)

Country Aver rating Nov '22 LPQ Benchmark Total Reviews 1 star 2 stars 3 stars 4 stars 5 stars

Argentina 3.94 4.2 560 10% 6% 11% 27% 46% Belgium 3.9 4.2 345 9% 7% 14% 23% 45% Brazil 4.24 4.2 79 5% 8% 6% 20% 61% France 3.65 4.2 181 17% 10% 10% 14% 48% Mexico 3.83 4.2 60 15% 3% 10% 27% 45% Netherlands 4.07 4.2 44 14% 5% 5% 16% 61% UAE 4.8 4.2 79 0% 0% 5% 10% 84% UK 3.95 4.2 151 15% 6% 9% 12% 59% USA 3.9 4.2 333 15% 5% 8% 18% 53% Switzerland 4.11 4.2 35 6% 11% 6% 20% 57% Spain 3.79 4.2 75 17% 4% 9% 21% 48%

The 5 countries with the most 5 star reviews in November are: 1. UAE – 84%

Brasil and Netherlands – 61%

UK – 59%

Switzerland– 57%

USA– 53%

Countries with the highest average rating in November (4.5): 1. UAE - 4.8

Brasil - 4.24

Switzerland - 4.11

Netherlands - 4.07

UK - 3.9

This is what the guest talks in the reviews broken down by labels.

Country Ambiance Food Service Value of Money

Argentina 3.78 3.71 3.75 3.4 Belgium 3.89 3.69 3.54 3.1 Brazil 4.19 3.4 4.88 3.14 France 3.79 3.68 3.38 2.92 Mexico 3.85 3.2 3.64 2.64 Netherlands 3.88 3.45 3.67 3.63 UK 3.36 3.51 3.44 3.12 USA 4.34 3.99 3.56 3.68 Switzerland 5 4.22 4.26 4 Spain 3.33 4.13 3.97 3.5

The lpq benchmark is one review per day per store; meaning 202 reviews per day. The current average of the reviews per day has decreased vs last month in only 1 review but it is still far from the benchmark, the average in November 2022 is 63 reviews per day in total. (Oct ‘22 - 64 average)

Country LPQ Benchmark (1 review per bakery per day) Total reviews in September Review per bakery per day

Argentina 1 560 0.6 Belgium 1 346 0.4 Brazil 1 79 0.3 France 1 181 0.4 Mexico 1 60 0.1 Netherlands 1 44 0.2 UAE 1 79 0.5 UK 1 151 0.3 USA 1 332 0.2 Switzerland 1 35 0.2 Spain 1 75 0.8

CONGRATULATIONS TO UAE AND BRAZIL TEAM FOR BEING THE TOP COUNTRIES IN NOVEMBER 2022!

This is the % by labels of what the guest talks in the 5 stars reviews.

This is the % by labels of what the guest talks in the 1 star reviews.

These are the results of the average rating of all locations (Franchise, Company owned & Sub Franchise) and the percentage of reviews received, broken down by rating for September 2022.

5 STAR REVIEWS

The ordering system is good, easy, and fast. It may take sometimes to get the food on your table at busy time. But the food is good and price also okay. I tried smoke salmon toast with avocado. Initially I thought the portion is small, I was already full before I finished the food.

1930 Zaventem

Belgium Bakery and Communal Table. Lovely Friendly place for everyone, young old or kiddos all welcome. Best coffee and bakery stuff and items, really really good and also a good place to buy your love one a Present

Römerhofplatz 5 8032 Zürich Switzerland

I had a wonderful time at le Pain Quotidien. The location is simply beautiful, the staff is friendly and of course the food and the coffee are very tasty. I can especially recommend the cheese cake. ;)

Spuistraat 266 hs 1012 VW Amsterdam Netherlands

Un desayuno de reyes �� el croissant de jamóny queso es algo sublime, no se vayan sin probarlo! El tostado también está muy bien, el pan es de un nivel increíble.

C1425BTC Ciudad Autonoma de Buenos Aires, Argentina

WOW what can i say, everything here is delicious! From the bread to the veal bacon to the olive and garlic spreads. SAMY's service was impeccable, he made us try prior to ordering the labneh and brought us an assortment of breads to taste. A1 food and service. Love love love this place!

Mall of the Emirates Dubai

Excellent service, although only 3 young people were attending, preparing drinks and serving, excellent service, cordiality, attention, to congratulate them. Very delicious pastries and good breakfasts.

Monterrey #104 CDMX, Mèxic

What an amazing place!!! Wooded outdoor environment, cozy and full of charm! Fast service, great quality and taste.

Av. Higienópolis, 698 Shopping Pátio Brazil

Ideal place to get your strength back when you go shopping in the area. Good products. A few tips: Caesar salad, Croque Madame, Cappuccino, Mocaccino and, why not? Sourdough croissant. I leave for the end my review to the staff: Spectacular!!!! I've been coming here a lot. I will keep coming back. Congratulations to all the professionals who make this French experience possible!

C/ Serrano, 27 28001 Madrid Spain

We were delighted to have lunch at Le Pain Quotidien where Nabila, Laetitia and Zazou gave us a warm welcome! We had a great time!

75018 Paris Île-de-France France

Called here with my wife when in London recently and needing to make an early call to nearby opticians. Not a huge amount of interesting looking eateries open at 9am around the area so plumped for this cafe. Very pleasantly surprised at range of breakfast options. Although we didn’t sample some of the more filling options the granola parfait, soft boiled eggs, toast and tea were plenty for us. Pleasant ambience in this little cafe, plus friendly, helpful staff made for an enjoyable start to the day.

48-49 The Market London WC2E 8RF United Kingdom

Today we had our late breakfast At Le Pain. I found it on google based on rating. The nice point is that it is a bakery and Breakfast place together. Their pastry was awesome . The sweetness was just right and we really liked their Brownies. We order Mocha, EGG, CHEDDAR & AVOCADO BREAKFAST SANDWICH and TOASTED HAM & GRUYÈRE CROISSANT. It was just nice and delicious. The servants are really nice and caring and it is really nice and clean place. Try it,

16 E 44th St New York, NY 10017 United States