Paris firm secures contract with Starbucks

30 June, 2015

Paris bakery Michel & Augustin has struck a deal with Starbucks to sell its cookies in 25 locations in New York, before potentially coming to the UK. 

This is part of an initiative that could mean the products will be stocked in the coffee shops in France and the UK later this summer.

The bakery produces cookies, shortbread and shareable desserts. It documented the process of securing the Starbucks deal in a series of YouTube videos.

Brand content manager at Michel & Augustin Charlotte Cochaud, who set up the video campaign, is seen refusing to move from the Starbucks headquarters until someone sees the product.

When she finally succeeds, Howard Schultz, chairman and chief executive officer of Starbucks, said: “I am amazed that you are in Seattle and I’m so proud you have come all the way from Paris to meet me to talk about your product and your cookies. I’m overwhelmed with excitement for you and Starbucks will have a very good look at your products.”

This comes just after the coffee giant announced it wold be shutting all 23 of its La Boulange bakeries along with the two manufacturing sites which supply them.

The coffee giant acquired the bakery in 2012 in a $100m (£63m) deal, and has rolled out 23 La Boulange bakery cafés in the US and Canada. However, these will shut by the end of September.

Starbucks is currently selling La Boulange branded products in more than 11,000 of its stores in the US.

In a online campaign, Michel & Augustin bakery drummed up excitement around its products, getting passers-by to try cookies and give feedback. The feedback was taken to Starbucks HQ- all documented in a series of YouTube videos.

Watch the video below to see how exactly how the bakery used the power of online to win the Starbucks contract. 





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