Although a favourite in many European nations, Brioche Dorée’s French Urban style café bakery concepts were relatively unknown in Canadian metropolitan cities. Launching the flagship location in a trendy, fashionable Toronto neighbourhood amongst a bevy of foodie approved local spots posed both a risk and a major opportunity to prove its model throughout North America.
Undertaking a modified global-to-local strategy, social media was employed heavily to create deep one-to-one connections with local patrons and influencers, while still maintaining the signature ‘joie de vivre’ and playful French charm the brand is rooted in. After solidifying the brand’s personality and tone for a North American social media audience, a summer sweepstakes contest was promoted both online and on-location.
Giving away tickets to local outdoor and cultural events opened the door to boosting both awareness and engagement, while promoting takeaway offerings, an ideal offering for summer picnics.
Through the success of the Facebook application and community management tactics, an established community of Francophones, Francophiles, and local lovers of all things buttery, flakey, and delicious was built. Brioche Dorée has continued to grow their following organically, offering fans the occasional French lesson along the way.