The group claim the store has been well received with RFG reporting a 65% increase in average weekly sales against the system average and 85% increase in average weekly sales against the top ten comparable sub-regional stores.
Michel’s is the second of RFG’s brand systems to receive the Project Evolution treatment. Donut King’s Project Evolution concept store opened in Marsden, Queensland in December 2012 and the group report sales at the store are continuing to trend at 58% above comparative suburban stores.
RFG Marketing and Innovations Director Tracey Catterall said the success of Project Evolution was a result of two years of comprehensive research undertaken across the globe for international trends as well as in depth consumer testing.
“Project Evolution is about evolving our Brand Systems by anticipating consumer trends and the future of the retail environment,” said Ms Catterall.
“Project Evolution provided us with a fantastic opportunity to further leverage Michel’s beautiful French heritage to appeal to the growing patisserie and specialty cake market.”
Ms Catterall said that the new concept store demonstrated a massive shift in the direction of the brand.
“The concept store marks the start of something truly special for Michel’s Patisserie,” said Ms Catterall.
“Michel’s Patisserie Lilydale is the first of its kind in Australia and features a completely new look including a simplified logo, updated colour scheme, new packaging, an extended savoury menu featuring baguettes, sandwiches and freshly baked croissants, and a modern French inspired café store design,” she said.
The new concepts at Michel’s Patisserie Lilydale are going to be trialled and refined for the next three months before they are rolled out across the Michel’s Patisserie system.