La Croissanterie - The company

The story

La Croissanterie was founded in 1977 by its current CEO, Jean-Luc BRET, and now has over 180 restaurants across Europe.

"A lot has been achieved since the first outlet was opened on the Passage du Havre, where I served my first customers.
From the outset and throughout the course of our growth, we have been committed to three basic principles:

Always ensuring optimum product quality at attractive prices
Constantly seeking pioneering innovations – such as the second strip of chocolate in the Chocolate Pastry, the invention of the Ham Croissant and the Croissandwich, and the introduction of the first Paninis on the French market
Above all, having a team that has successfully run and developed our small Hot Croissants outlet into the European Quick-Service Food Chain we have today."

A concept is born

In 1977, Jean-Luc BRET opened his first outlet in the "Passage du Havre" shopping arcade in Paris, creating a brand new market: fast food – the French way.
This test outlet quickly became a success thanks to the "Hot... really hot" croissants which were cooked as required throughout the day. A second outlet was opened in 1979 at the "Forum des Halles", and was immediately a breath-taking success, confirming that this concept was a winner.
La Croissanterie immediately decided to set off to conquer shopping centres.

1980’s: into Europe

Even as it pursued its expansion to shopping centres in the Paris Region and throughout France, La Croissanterie began its international development.

Ireland - where the Coleslaw croissant was discovered – was first, followed by Portugal and the Bacalhau Croissant and again in Italy with the Mozzarella Croissant.

1990’s: at the heart of lunch

La Croissanterie was a forerunner on an ever-changing market. After a first step into the savoury universe with the invention of the Ham Croissant in the early 80s, followed by the Croissandwich, it decided to launch its first line of Sandwiches in 1989.
In 1994, it initiated the sale of Paninis in France, having discovered them through its Italian subsidiaries, and then innovated yet again in 1998, proposing more than six different varieties of Bread.

La Croissanterie continued to expand, setting up operations in Reunion Island and totalling more than 100,000 customers served daily.

"Le Goût du Naturel" for the new millennium

In 2000 La Croissanterie chose "Le Goût du Naturel" (Natural Taste) as its catchline. In 2004 it adopted a new logo, followed by a new architectural concept in 2007: a more flavoursome, natural and "trendy" overall approach.

As to the products themselves, the entire line has been revisited to make it ever closer to consumer expectations in terms of taste and diet: Healthy Meal Packs, Flans and Vegetable Gratins.

This approach embodies the changes at La Croissanterie and its themes of naturalness, balance and flavours… with "Le Goût du Naturel" (Natural Taste) !

La Croissanterie has pursued even more intensive coverage in France by extending its growth to stations and hospitals, as well as launching operations on motorways in partnership with E.Leclerc in 2007.
Internationally, it has been experiencing particular growth in Belgium since 2008.

Today, the La Croissanterie Group has over 180 restaurants across Europe.