A “Coffee Shop” opens every week in France, according to Collective Café, French Federation of Specialty Café, the country with more than 3,500 points of sale for a turnover of 321 million euros.
The Xerfi firm assesses the market at 750 million euros (including Starbucks) for more than 2,000 points of sale.
According to the Federation, since 2010, these brands – independent for 85% – have increased by 74% and sales have jumped by 140%.
Black storefront in a shopping street in the center of Paris, the Café Madam has long been alone in this niche but “for two years several have settled” nearby, explains its founder, Jennifer Naklé, 35 years old.
But “There is so much request that we do not feel a lack of activity“, She says.
“”At the start, we made 10% take -out drinks, today it’s 80%“Activity and turnover has” doubled “in 13 years of existence.
In the wake of the American giants Starbucks and McCafé, an McDonald’s brand, the French channel Columbus Café opens an average of 25 coffee shops each year, and will pass the 250 points of sale.
“”When we see the crisis in the catering sector, we can say that the concept of coffee shop defends itself better“, estimates Frédéric Pastur, Director General France of Colombus Café.
“”The French were used to consuming +Coffee Shop +, with consumption throughout the day, to take away in goblets, a straw … It’s no longer just traditional morning coffee but delicious, hot, cold, milk drinks, with less and less coffee in it“He explains to AFP.
These brands “play thoroughly on the depth of the offer“, With many à la carte drinks, far from the” little black at the counter “, abounds François Blouin, from the Food Service Vision.
“”The multiple between the cost and the sale price of the coffee is quite high“, which makes them very profitable, provided that you create enough volume, he explains.
Oats and collagen
On a shelf of the Madam coffee, a string of colored powders: pink for the “Pink Latte Beet”, black from the “Charcoal Latte” (with an active charcoal), yellow of “Golden Latte” in turmeric and the green of “Matcha Latte”, essential tea powder of coffee shops, which constitutes half of the drinks ordered, enumerates the manager.
These products are more expensive than coffee – 30 cents for an espresso shot against “easily 90 cents for a dose of matcha” – explains Jennifer Naklé, who must pass it on on the sale price.
But customers, mainly young adults, “are ready to pay if the content follows,” she said, like the “flagship drink of the moment”, the “Latte Glow”, based on coffee, oat milk and collagen (supposed to improve elasticity of the skin) that it charges 8 euros.
If the card is varied, it remains very standardized, dictated by social networks trends, to the point of raising fears of a shortage from Matcha, produced in Japan.
“”I tested the new drink that is all the rage” And “It was too good“, Tells its 1,800 subscribers on Instagram Elise, 23, a” Ube Latte “cup in hand (purple drink based on a philippin tuber mixed with vanilla and vegetable milk).
“”With matcha or Ube, there is an experience side, the moment will last a long time, not like an espresso“She explains to AFP. She also appreciates” the aesthetics “of these drinks, see that” Barista has put in the heart “.
An aesthetic that makes more and more influencers, and especially influencers, open their coffee shop: Rosa Bonheur in Lille, Natoo or Laura Hannoun in Paris.
“”There is a wave at the moment, we will do the accounts in a few months or a few years between those who have managed to understand this profession (…) and the ephemeral points of sale that will stop“, Underlines François Blouin.
“”In an ultra-competitive environment where more than half of the companies are losing, a rationalization of the park seems inevitable in the medium term“, plans for the cabinet Xerfi.