Marvellous Patisserie Concept Brochure Summary

32
In this brochure
You will find:
The Concept
The Founders
The Business Strategy
The Brand
5
8
14
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Concept Presentation Brochure 2015 | Marvellous by Didier Merveilleux
54
Galvanised by his
30 years experience,
Didier Merveilleux is
now looking to establish
this unique brand on
the London high street
and abroad.
We want to be
a destination for
those who like a taste
of the good life.
Our promise is to offer
products of the highest
standard in the way
ingredients are sourced,
the way products are
developed, the way
they are produced
and the way they are
presented in store.
Our promise is to lead
the market because
we are a team of
professionals truly
passionate about our
patisserie. It is that
same passion that has
brought us fantastic
recognition in the
past 20 years with our
previous success story
at Didiers patisserie.
WHAT IS MARVELLOUS
BY DIDIER MERVEILLEUX?
?
Didier Merveilleux’s passion for the highest quality
patisserie has brought him to work with renowned
master chefs such as Lucien Peltier and Albert Roux.
He then created his own business in the UK and for the past
20 years has been attracting numerous blue chip clients
and the highest British institutions.
THE CONCEPT

Concept Presentation Brochure 2015 | Marvellous by Didier MerveilleuxConcept Presentation Brochure 2015 | Marvellous by Didier Merveilleux
76
The counter take away offer
It comprises of 3 families of fresh desserts
The eclairs:
We are seeing
developments in the
market place focused
on eclairs. They are
set to become the
next single successful
model since they can
be expanded under
endless flavours and
presentations.
The macaroons:
For the past 5 years,
Didier has created
and produced the
famous “Didiers
patisserie” selection
of macaroons for
Waitrose, nationwide.
We are now offering
a unique selection
of flavours, each of
them, simply Marvellous.
THE SEATING OFFER
Pre-booked afternoon tea service served in a stunning environment,
this is a destination for those who like a taste of the good life.
The concept also comprises of a wide collection of chocolate treats.
From chocolate spread, to chocolate truffles and chocolate bonbons,
there is something for everyone to enjoy, high quality chocolates developed
in many different flavours and elegant shapes.
The petits gateaux:
For the past 7 years,
Didier has developed
and produced the
entire selection of mini
gateaux for the garden
parties of Her Majesty
the Queen, both in
London and Edinburgh.
This amazing experience
is now brought to you
through our marvellous
selection of petits
gateaux.
THE CONCEPT:
Constant product
development is being
led by creativity and
enthusiasm throughout
the whole team.
We are investing in
marketing through
social media, fashion
magazines, corporate
events; we are aiming
to gain television
coverage to raise
brand awareness.
For our stores, we are
creating an elegant
place in a stunning
decor which is
representative to the
brand and product
standard; something
about Parisian elegance
influenced by London’s
modern life with a hint
of British tradition!
KEY TO SUCCESS:
1 2 3

98
DIDIER MERVEILLEUX
The story of a talented
Chef & a successful entrepreneur
From Childhood dream
to chef, Didier first
discovered patisserie as
a young boy helping his
father to deliver milk to
local patisseries. Drawn
by the aroma of hot
croissants fresh from the
oven, he was fascinated
by the Chefs patissiers
with their inherited
skills and techniques.
From then on, he was
determined to discover
for himself how to
make these marvellous
creations. So began his
lifelong passion for fine
patisserie. Since then,
Didier has had the good
fortune to work with
some of the masters
including Albert Roux,
each one inspiring him
even further to search
for fresh ideas and the
finest ingredients.
With his CAP/diploma in
the pocket Didier went
to the USA at a young
age in his career. For 3
years, he worked there
for the ACCOR group
as a chef patissier.
Back in France, Didier
integrated prestigious
patisserie shops such as
Peltier house (disciple
of Gaston Lenotre),
Stohrer, the Mont Royal
Castle (5 stars de
luxe, concorde hotel),
Potel et Chabot
(Roland Garros tennis
tournament and
celebration of the
opening of the channel
tunnel) From chef to
entrepreneur, the UK.
In 1994, head hunted
by Albert Roux, Didier
crossed the channel
to join the house
of Albert Roux as
production
mgr/chef patissier.
Seduced by London,
Didier started his own
business venture at
the age of 29. Didier’s
Patisserie Ltd. was
founded in June 1995
with the mission to
become the No. 1
patisserie manufacturer
in the UK. In 2004,
Didier Merveilleux moved
his company to 11,000
sq ft where he designed
a purpose-built kitchen
which has revealed
to be a tremendous
boost to the company’s
expansion in the
following years.
Didier and Waitrose.
In 2010, Didier sold
his business to Noble
Foods Ltd. In the 4
following years, Didier
created and launched
Didier’s Patisserie brand
at Waitrose and Ocado.
Didier and his next
venture: with this
full and widespread
experience, Didier’s
next goal is to establish
his own premium brand
concept on the London
high street, and abroad.
THE FOUNDERS
Didier Merveilleux
& Laure Merveilleux

1110
LAURE MERVEILLEUX
The strength of a great synergy between
Didier’s vision and Laure’s technical expertise
After studying
Economics in France,
Laure went to live in
Canada for a few
years before settling
in London. From the
very early years, she
joined Didier in their
business venture
Didier’s Patisserie.
Just like in a family
business, Laure has been
wearing several hats for
the past 20 years.
Food safety: at a very
early stage of the
business, Didier and
Laure have decided
to have their company
BRC certified. Laure
took charge of the
whole procedure
and the company
successfully achieved
BRC gold level in 2000.
Since then, the company
has maintained the
certification year after
year. Laure developed
the food safety
department within
Didiers patisserie.
Laure was determined
to build a solid accounts
and administration
system as well as strong
ordering and logistics
structure. This has
allowed Didier and Laure
to serve their clients
without any failure
in 20 years of supply.
Sales and marketing:
Laure has created,
trained and supervised
the sales and marketing
team, creating the
brand alongside Didier
and the marketing
agency. Laure was
supervising the various
departments involved
in any projects to ensure
that the projects were
delivered in time and
up to standard.
She was responsible for
the supply to corporate
events of the company’s
clients.
The synergy between
Didier and Laure has
been key to their
past success and will
continue with
the new venture.

1312
GREAT SUCCESSES
AT DIDIER’S PATISSERIE
Reputation & recognition beyond expectation
For many years,
Didiers patisserie
has attracted
numerous blue chip
clients, Didier and
Laure’ s excellent
reputation has
gone beyond their
expectation.
In June 2006, the
company was required
to assist the Garden
Parties of Her Majesty
the Queen and then
was nominated exclusive
patisserie supplier
for the Garden Parties
in Buckingham Palace
and The Palace
of Holyroodhouse.
Since starting at the
Garden Parties,
Didier has continued to
develop the afternoon
tea patisseries, working
closely with Her Majesty
the Queen’s chef who
is responsible for both
Buckingham Palace
and Holyroodhouse.
December 2013: Didier
Merveilleux and Didier’s
Patisserie was granted
“The Royal Warrant from
Her Majesty the Queen”.
October 2009: Didier
and Laure Merveilleux
were awarded by the
French Governement
with the medal “l’ordre
du merite agricole”
for helping France
to shine abroad.
July 2008: Didier
Merveilleux was
introduced to Her
Majesty The Queen
for his work at the
garden Parties.
1996: The Alcazar
was awarded “Best
Chocolate Cake in
London” by the Times
Magazine.
BY APPOINTMENT TO
HER MAJESTY THE QUEEN
SUPPLIERS OF FINE PATISSERIE ,
DIDIER’S PATISSERIE. LONDO N.
WAITROSE & DIDIER’S
PATISSERIE
Online Entertainment & in store
In 2010, Didier sold his business to Noble Foods Ltd.
He was contracted by Noble Foods as MD with the mission
to create and launch Didier’s Patisserie Brand at Waitrose.
From 2010 to 2014, Didier has successfully launched 20
branded products through John Lewis, Waitrose Stores
and Waitrose Entertaining online.
The brand is also being sold at Ocado.

1514
OUR BUSINESS VISION
The business strategy
is to establish 2 stores
within 6 months in
affluent London
locations, followed by
the opening of 5 more
stores within3 years.
Then, franchising will
be considered for
establishing the brand
abroad.
The model is well suited
for an A1 type of store.
The products are not
made on site, but from
a central kitchen based
in south-east London.
Production is taking
place overnight,
the products are
delivered fresh every
morning into stores.
After the opening
of the 1st store, part
of our strategy is to
approach London’s
premium retail high
street stores, in order to
negotiate a concession.
This will provide us with
fantastic exposure and
will be a launch pad
pad for our brand and
concept going forward.
Our ambition is
to open up to 5 stores
within 3 years, location
for the stores is
absolutely crucial.
They must be located
in central London
to attract tourists,
as well as Londoners
and corporates.
Substantial investment
in marketing is
a priority. Social
media is an important
part of our marketing
strategy, as well as
more conventional
media such as fashion
and food magazines.
We have a dedicated
and highly skilled team
in place to lead and
control our marketing
communication.
Ultimately, we are
targeting television
coverage where we
believe the charisma
of Didier Merveilleux
would benefit the brand.
THE BUSINESS
STRATEGY

1716
THE PRODUCTS
Creative, fun, in fashion, surprising
yet recognisable and most of all delicious!
Creativity is at the heart of the concept.
Our inspiration is taking source from reinventing
well known classics to interacting with seasonal events
such as Christmas, Easter, Valentine, Wimbledon and Ascot.
Only products in line with the brand quality standard are
being sold in store. This is achieved through
a formal decision process.
Sourcing:
top quality raw
materials are selected
from approved
suppliers. Suppliers
are selected based
on our technical and
food safety criteria
management.
We are prioritising
sourcing natural
ingredients as well as
local and seasonal.
Chefs
patissier’s skills:
we employ highly skilled
Chefs who fully endorse
Didier Merveilleux’s
philosophy about
patisserie. We have
a strong management
system in place to
enable the team to
fully understand our
brand standard and
to apply to these
standards day
after day.
Production and food
safety:
production is taking
place from a CPU
(central production
unit) overnight and
products are freshly
delivered every morning.
The maximum shelf life
given to any product is
2 days. A strong system
is in place to ensure
legality and safety of
the products. Laure
Merveilleux is creating
and implementing
monitoring systems in
collaboration with the
management team.

1918
THE ENVIRONMENT
& THE SERVICE
Marvellous unique touch
for environment and service
What is excellent service?
Excellent products, environment and customer service
are all a part of a great experience, from a customer’s
point of view. We intend to place the emphasis
on excellent customer service as well as creating
a stunning environment where clients feel welcome.
Organisation’s system.
To optimise excellence
in our service, we are
building an organisation
system to help the
management and the
staff ensure consistency
and efficiency in our
service.
Being friendly. This is
being encouraged for
the team in stores
to take a genuine
interest in their
customers and make
them feel welcome.
Being exceptional.
What is setting us apart
is our willingness to go
above and beyond the
exceptional. We have a
lot of special attention
towards our customers,
which is making their
experience exceptional.
Staff. Every one is
thoroughly trained on
all products in order
to precisely advice our
clients. We feel that
in order to succeed in
our mission to provide
excellent service it is
important to hire people
who love to serve.

2120
POSITIONING AND MARKETING
Our positioning Our Marketing
Premium positioning with no compromise
and remaining accessible
This is a unique brand
backed-up by a unique
story of a Chef with
proof of long standing
success in the UK. This
constitutes our unique
selling point; an asset
to promote the brand
and to communicate.
It also represents
a source of inspiration
in terms of ethos and
philosophy; it is at the
heart of our marketing
strategy. No compromise
is and will ever be
made on the quality of
our products and that
includes using premium
ingredients; but also
presentation which is
and will be specific to
our brand and top of
the market.
No compromise is
and will be made on
marketing “tools and
communication” in
order to protect
the brand values.
No compromise is
or will be made on
the location of our
shops; we are targeting
affluent central London
areas with excellent
footfall.
We are a premium brand
to attract middle/
upper class clients;
people who aspire
to a good/excellent
lifestyle who are food
and image conscious;
yet our pricing strategy
is subject to ongoing
benchmark to ensure we
do not outprice
our products.
Amongst the important
keys for success is
marketing; it is important
to communicate well
about our brand in
order to raise brand
awareness.
Significant investment
is prioritised in our
budget in order to
support marketing and
communication by
employing dedicated
and skilled team
members.
Interacting well and
continuously with all
social media is essential;
we are keeping interest
high, and ongoing as we
are constantly bringing
news on our latest
product developments
and activities.
We are targeting food
reviews, food bloggers,
fashion magazines
and we are organising
press days on a regular
basis where important
business contacts are
also
being invited.
The shop design is
elegant and relevant
to the brand values;
this is being promoted
and used as a
marketing tool.
We believe that our
best marketing asset
is the product in its
presentation and taste
which will make the
client come back again
and again; and become
our best ambassador…

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OUR BRAND
OUR LOGO
We are as unique as our story is. Our brand carries
the message of modern traditions and urban luxury.
We reimagine the classics with great respect to our craft
and present our customers with products of the
highest quality. Skill, dedication and passion is what
drives us forward on the path of creating our own legacy.
Our logo represents the combination
of our brand’s legacy and future ambitions.
The name Marvellous by Didier Merveilleux
is accompanied by modernised shapes
of our signature desserts: oblong eclairs,
round tarts and square pastries.
THE BRAND

2524
OUR PACKAGING
IS MARVELLOUS
Our elegant design will be a walking
advertisement throughout London.
Our colour palette allows for numerous combinations
to catch the eye. We have a brand identity
with strong elements.

Marvellous Patisserie Concept Brochure Summary

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