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Melbourne, Australia

Michel’s Patisserie to steal a bigger slice of lucrative coffee market

Australian Franchise News – 18-08-09


In the competitive world of coffee Michel’s Patisserie has proved it’s a sip above the rest, launching a significant advertising and marketing campaign to promote its award-winning coffee blend and launch a new range of European-influenced coffees.
Michel’s Patisserie unique blend is sourced from a boutique grower in New South Wales, as well as those in Nicaragua, Brazil and Ethiopia.
The coffee campaign will be supported with an extensive TV campaign (PAY TV OR FTA and regional) in August, along with direct marketing, point of sale materials and magazine advertising. The campaign was developed by advertising agency BCM, interactive marketing agency Oxygen and public relations agency BBS.
Michel’s Patisserie Marketing Manager Pia Harrison said as part of the company’s ongoing strategy, Michel’s would promote a new or existing coffee every month to build awareness of the patisserie’s range over the next year.
“Consumers often assume that Michel’s Patisserie is European. Although we are an Australian company, our internationally certified professional coffee tasters source the highest grade beans from specially selected coffee growers across the globe. This ensures Michel’s Patisserie’s coffee blend is full-bodied and rich in flavour with distinct European undertones,” she said.
“Michel’s Patisserie’s coffee blend is designed to stay away from the North American habit of disguising bitterness with sweet syrup flavorings, and instead to complement milk-based cappuccinos, flat whites and pastries.”
Ms Harrison said the company’s talented baristas were the key to delivering Michel’s Patisseries’ quality, award-winning coffee, so would be an integral focus in the integrated marketing campaign.
“Baristas that can make a captivating cappuccino or a luscious latte are valuable assets. That’s why all of our coffee makers learn the tricks of the trade at Michel’s Patisserie’s rigorous barista training course,” she said.
“Michel’s Patisserie works hard to develop the skills and proficiencies of all our staff – from making the best soy macchiato to creating the tastiest double short black. Our baristas are some of the best in the industry, making great tasting and great looking coffees, and we intend to showcase this in our campaign.”
Michel’s Patisserie trainee barista go through rigorous written and practical training programs before they can make coffee in store. Its unique blend of coffee beans has won a number of industry accolades, including The Golden Bean’s Coffee Roaster Competition for the Best Espresso 2006 and Best Milk Based Category in 2007.
Michel’s coffee expert is Instaurator, a former café owner, Head Judge and Executive Director of the World Barista Championships and coffee bean roaster.
Instaurator sources beans from around the world, travelling to growing countries like Brazil and India to speak directly with farmers to get them to process the coffee for Michel’s espresso blend rather than use the standard washing process that most other Australian coffee roasters use. These beans are then blended with clean and ‘green’ Australian-grown beans.
“Michel’s coffee selection and blending process is certainly unique. In fact, we have even helped pioneer new processing methods which have been adopted across the world,” he said.
“When I inspect a farm, I make sure they process it using less water by using a natural process which is better for the environment.
“We always go beyond the standard cup testing that is used internationally by tasting the coffee as espresso and as milk-based coffee exactly how our customers drink it. This helps give us an advantage over traditional coffee roasters.”
In August, Michel’s will launch the campaign by unveiling its new French Vanilla Latte.
There are more than 335 Michel’s Patisserie stores operating across Australia, employing about 3,100 staff and serving around 26 million cups of coffee and 9.5 million slices of cake each year. The Michel’s Patisserie franchise network is owned and managed by Retail Food Group (RFG), a leading Australian retail food brand manager and franchisor. RFG is the franchisor and intellectual property owner of the Donut King, bb’s café, Brumby’s and Michel’s Patisseries systems. 

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