Stratégie du groupe La Mère Poulard

1. La Mère Poulard International S.A.

2. Contents
1. La Mère Poulard: the Group at a glance
 Mont Saint-Michel: its history and future
 Annette Poulard: cooking for the pilgrims
 Company milestones
 The Group at a glance
2. La Mère Poulard restaurants and cafés
 Concepts: keys to success and some facts and figures
 The La Mère Poulard boutique
3. La Mère Poulard biscuit bakery and signature product range
4. Tourism
5. The next steps: La Mère Poulard today and tomorrow
La Mère Poulard International S.A.

3. 1.
The La Mère Poulard Group
forever rooted on Mont Saint-
Michel
La Mère Poulard International S.A.

4. A short history of Mont Saint-Michel
La Mère Poulard International S.A.
The story begins in 708, when Archangel
Michael appears to Bishop Aubert and
ordered him to build a sanctuary on Mount
Tombe, a rocky island set in the middle of a
vast bay and besieged by some of the most
powerful tides in the world.
Thus Mont Saint-Michel was born, and over the course of 1,300 years a
succession of buildings, each more bold and beautiful than the next, were
erected.
Mont Saint-Michel has in turn been a monastery, a centre of Christian culture
and spirituality, a place of devotion and pilgrimage, a citadel and a prison –
making it part of the history of France and a symbol of spirituality and western
culture. Referred to since the Middle-Ages as ‘wonder of the West’, ‘heavenly
Jerusalem’ or ‘pyramid of the seas’, it could also be seen as the 8th wonder of
the world.

5. The future of Mont Saint-Michel
La Mère Poulard International S.A.
France is investing 350 million euros in what is
currently the world’s largest eco-project, to
restore the maritime character of the bay and its
buildings.
In spring 2015, French President François Hollande
will preside over the official re-opening of Mont
Saint-Michel.
This will mark the launch of a massive,
global PR campaign led by the French
government and the regional
authorities of Normandy and Brittany.
The 5-year programme will
surely make the ‘new’ Mont
Saint-Michel an unmissable
venue for visitors around the
globe.

6. Annette Poulard:
cooking for the pilgrims
La Mère Poulard International S.A.
Born in 1852, Annette was just twenty years old when
Mont Saint-Michel was once again opened to the public -
having served its time as a prison since the French
Revolution in 1789.
A year later she married Victor Poulard, whose father was
Mont Saint-Michel’s baker. Throughout her long career,
Victor remained faithfully at her side, sharing her two
main passions: cooking and Mont Saint-Michel.
Mont Saint-Michel has been reputed for its hospitality since the Middle-Ages and its
people - the ‘Montois’ - were used to catering for the pilgrims that flocked to ‘the
wonder of the west’.
It is therefore no surprise that Annette Poulard and her husband Victor chose to open
their auberge in the heart of the medieval city back in 1888 – offering a warm
welcome to pilgrims and food-lovers from around the world.

7. La Mère Poulard:
cooking for the pilgrims
La Mère Poulard International S.A.
Some 700 hundred recipes that she created
during her career earned her the title of
‘Mère’ - this literally means ‘mother' in French
and is one of the highest accolades a female
chef can be awarded – it is a mark of
recognition for her exceptional talent and
contribution to the field of French cuisine.
Known throughout the world for its famous
omelette, cooked over the flames of the
auberge’s open fireplace, La Mère Poulard
remains to this day a benchmark in French
gastronomy for its variety, originality and light
touch; a cuisine that blends tradition, quality
and simplicity.
.

8. La Mère Poulard:
cooking for the pilgrims
La Mère Poulard International S.A.
Annette became an ambassador,
representing the famous French
cuisine at its best: culinary delight
resulting from the simplicity of
combining quality ingredients with
imaginative, creative cooking.
These are the inherited values that have become the DNA of the La Mère
Poulard brand – they are what make us stand out from the competition and the
reason why we command customer loyalty in an international market.
125 years on, La Mère Poulard is still open for business at the same address - it
is the most famous French restaurant in the world!

9. Company Milestones
La Mère Poulard International S.A.
• 1975 Founded by Eric Vannier; 100% owner and
CEO. Eric was also mayor of Mont Saint-Michel
from 1983 to 2014 and today holds the
position of honorary mayor
• 1986 Eric Vannier purchased the La Mère
Poulard Hotel and Restaurant
• 1995 Creation of the Biscuit Bakery, where the
famous La Mère Poulard biscuits are
manufactured in strict accordance with the
original recipes of Annette Poulard
• 2000 Creation of the La Mère Poulard café
concept
• 2008 Creation of the take-away outlets
• 2011 Creation of the La Mère Poulard franchise
concept for restaurants and cafés; also the
year in which the first restaurant franchise
was opened in Tokyo.
www.eric-vannier.fr

10. Departments
Divisions
Holding ev8
MSM 1888
Tourism
Hotels Restaurants
National
Licenses
Training
Facilities
La Mère
Poulard
Biscuit
bakery
Production
National
Sales
Internationa
l sales
LMP
International
S.A.
Internationa
l
Franchise/Li
censes
La Mère Poulard: the Group at a glance
La Mère Poulard International S.A.
Hotels
Restaurants
Cafés
Boutiques
Museums
Biscuits
Customer
awareness
of LMP,
Success
Licenses
LMP is an international brand with strong roots
in France. Its 3 principal areas of business are
of equal importance and – in a matrix
organization – work together. They are
mutually supportive and focused on achieving
the brand’s maximum potential at global
level.

11. 2.
The dynamic of brand success
La Mère Poulard International S.A.

12. La Mère Poulard International S.A.
Cafes,
Hotels,
Restaurants,
Boutiques,
Museums
Biscuits
Customer
awareness
of LMP,
Brand
success
Licenses

13. 3.
Tourism
La Mère Poulard International S.A.

14. Mont Saint-Michel – the mainland
La Mère Poulard International S.A.
On the mainland facing
Mont Saint-Michel, the
Group operates 3 hotels
(2, 3 and 4-stars), 3
restaurants and a market
selling regional produce

15. Mont Saint-Michel – the island
La Mère Poulard International S.A.
On the island: a cafe, a
further 3 hotels and 4
restaurants (including
the original restaurant
opened by Annette
Poulard in 1888), 3
take-away outlets, 8
shops and 3 museums
welcome up to four
million tourists every
year.

16. La Mère Poulard International S.A.
Prince and Princess Takamatsu of Japan
(1931)
From left to right:
Arthur Miller, Simone Signoret, Yves Montand, Marilyn Monroe and
Frankie Vaughan (1962)
Coco Channel
(1957)
Ernest Hemingway
(1944)
Nicolas Sarkozy
(2007)
Leon Trotsky (1921)
King Edward VII of
Great Britain (1904)
1904 – 2007
Very different people, one
passion in common:
the cooking of La Mère
Poulard.

17. The Tourism
La Mère Poulard International S.A.
A wealth of hands-on experience, gained over many decades provides a solid
foundation for our restaurant and café franchise operation.

18. 4.
La Mère Poulard
restaurants and cafés
La Mère Poulard International S.A.

19. La Mère Poulard International S.A.
Annette Poulard’s legacy was her long and
successful career, her pride in tradition and
the vast culinary knowledge evidenced in
over 700 original recipes created during her
career; she was one of the most talented
chefs of all times.
From this precious legacy,
we have forged two modern,
efficient and highly
profitable gastronomic
concepts:

20. The first key to our success:
originality & simplicity!
La Mère Poulard International S.A.
Extraordinary and absolutely unique,
whether sweet or savoury – it tastes great.

21. La Mère Poulard International S.A.
Simple ingredients
And
Low cost
The second key to our success:
the right formula

22. La Mère Poulard International S.A.
• standardized practices
• excellent training and professionalism
• But above all:
La Mère Poulard restaurants and
cafés do not operate the typical
hierarchic French kitchen model
The third key to our success:
efficient organisation
We keep things simple because...
 complexity creates costs.
 costs eat up your profit.
 no profit = no business.

23. The fourth key to our success:
people.
We strongly believe in people, they are what make the
difference.
This means: we also believe in your people!
We train your staff to be expert at their jobs – thus
avoiding the cost of bringing in experts from France.
La Mère Poulard International S.A.

24. La Mère Poulard International S.A.
The La Mère Poulard spirit:
success is fun!

25. La Mère Poulard International S.A.
• A cosmopolitan
approach (fashion,
food, travel)
• More time for
leisure activities
• A concept that
delivers what they
want
A naturally feminine concept:
our target group

26. Naturally appealing to our target
group
La Mère Poulard International S.A.

27. La Mère Poulard International S.A.
Strongest market-impact, therefore
leading the way in terms of business
development.

28. La Mère Poulard International S.A.
Japan / Tokyo

29. La Mère Poulard International S.A.
The Global potential of
a convincing concept:
Tokyo
Opened in the centre of Tokyo in November 2012, this restaurant now serves 350
covers per day

30. La Mère Poulard International S.A.
The global potential of
a convincing concept:
Yokohama
‘Japanese customers are fastidious
and demanding. To see them
queuing up to eat at our
restaurant regularly is an
accolade’.
No wonder that this franchise
holder will be opening his next La
Mère Poulard restaurant in
November 2014.

31. La Mère Poulard International S.A.
Korea / Séoul

32. La Mère Poulard International S.A.
On 28 November 2014, La Mère Poulard opened its doors in the Central City Mall
in Gangnam, Seoul’s busiest shopping centre. We look forward to a grand opening
that will be talk of the town for months!
The global potential of
a convincing concept:
Séoul

33. La Mère Poulard cafés act like satellites
to the restaurants, bridging strategic
gaps in the market and delivering the
brand to an even broader public
La Mère Poulard International S.A.

34. Taipei (ATT4fun)
La Mère Poulard International S.A.
Brand new in Taipei!
La Mère Poulard Cafe no. 2
Our Taiwanese franchise holder
secured a great location: the
ATT 4 Fun Mall at the foot of
the Taipei 101 skyscraper is a
real hot spot!

35. La Mère Poulard International S.A.
5.
The La Mère Poulard Boutique

36. Either as a ‘shop in shop’, to reinforce
sales in our partners’ restaurants and
cafés, or as a stand alone retail
outlet.
The huge range of La Mère Poulard signature
products now being offered has enabled the
Group and its partners to put in place a chain of
successful retail-format boutiques.
We currently have 6 boutiques
in France, one of which is in
Paris. Our store portfolio also
includes a factory outlet in
Saint Etienne en Coglès,
where the famous La Mère
Poulard biscuits are made.
La Mère Poulard International S.A.

37. 6.
The La Mère Poulard biscuit
bakery and its signature and
licensed products
La Mère Poulard International S.A.

38. The biscuit bakery
A team of 120 experts are
involved in the production of
our range of La Mère Poulard
original biscuits and cookies
at a modern factory unit in
Saint Etienne en Coglès.
These are then dispatched
to over 5,000 sales outlets
around France; including
hypermarkets (Carrefour,
Auchan, Casino, Monoprix,
Leclerc, Cora) and
department stores (Galeries
Lafayette, Bon Marché).
Furthermore, we currently
export our products to over
70 countries.
(Left: Fanny Boyet, Marketing and Sebastien Pautrel,
Biscuit bakery manager)
La Mère Poulard International S.A.

39. La Mère Poulard International S.A.
What we are famous for:
Over 5,000 sales outlets in France,
more than 70 countries worldwide -
maybe it’s just because nobody uses
more butter than we do!

40. La Mère Poulard International S.A.

41. La Mère Poulard:
More than just biscuits!
Our range of high quality ‘gourmet
products’, make a perfect addition
to our offer of traditional
Normandy products.

42. Range of La Mère Poulard
signature and licensed products
La Mere Poulard signature and licensed
products can be developed in other
product groups linked to Annette
Poulard‘s history, know-how and fame.
These lines are made in France for
country-specific products and in each
individual country for other processed
and fresh products. This means we
avoid problems at customs or with
validation dates and allows us to enter
a mass market at competitive prices
with an international La Mère Poulard
brand that stands for tradition, know-
how, French taste and quality.
• Eggs
• Soups
• Salads
• Ready-made meals
• Desserts
• Dairy products
• Ice creams
• Chocolate
• Cider and apple beverages

43. The story has just begun...
...and we are delighted to invite you to join us on an
exiting journey towards a promising future!
Welcome to the La Mère Poulard universe!
La Mère Poulard International S.A.

44. La Mère Poulard International S.A.
Thank you for your attention !