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Famous Brands Brings in Global French Bakery Brand Paul

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Famous Brands Brings in Global French Bakery Brand Paul

Famous Brands Brings in Global French Bakery Brand Paul

Famous Brands officially launch global bakery-café brand, PAUL, in South Africa on Thursday, 2 March in Melrose Arch, Gauteng. The brand was established in 1889 in Northern France, PAUL is currently in 36 countries with 673 outlets worldwide.

Agreement with Famous Brands

In November 2015, Famous Brands signed an exclusive license agreement with the French family-owned company to become PAUL’s South African Licensed Partner for a ten-year period.

Darren Hele, Famous Brands’ CEO, says, “The opening of our flagship PAUL restaurant is the culmination of 15 months of close partnership between our two teams to ensure that the execution of this project has been at the highest international standard. Importing a global brand of this stature has been an excellent learning curve, bringing with it best practice benchmarks that will benefit our business in a number of key areas.”

Job creation

Over 80 jobs have been created in the opening of PAUL, positions include:

  • bakers and chefs,
  • pastry chefs,
  • kitchen assistants,
  • baristas and
  • waiters.

Four additional positions have been created at Head Office level, including Head of Pastry and Head Chef.

Hele comments, “We are delighted that skills transfer comprises a significant component of the new jobs created. At senior level, the candidates underwent intensive eight-week training at PAUL’s state of the art facilities in Lille, France, as well as on-site in a number of the brand’s training restaurants in France and the UK. These learnings have been brought back to the South African operation and transferred to the local PAUL team. Given the brand’s 128-year heritage, it was critical that our local team received the best training possible across the operation to deliver on customers’ expectations of an acclaimed global brand.”

Products and look

PAUL offers a wide range of products for use in its restaurants and Famous Brands has also been allowed the opportunity to supply other approved specified items locally.

The Melrose Arch restaurant is a combination of:

  • Bakery-patisserie-café,
  • Full table service 180-seater restaurant and
  • Signature display counter for ‘grab-and-go’ orders
  • Skilled artisan bakers will craft breads and pastries within customer view in the bespoke bakery and patisserie.

The trademark PAUL décor is rustic-chic, suggesting a hint of yester-year.

Brent Kairuz, Managing Executive of PAUL South Africa, notes, “PAUL’s classic, authentic French offering is underpinned by constant innovation and international cutting edge trends, which will provide an important point of differentiation in the market. As the most recognisable French bakery brand globally, PAUL gives us first-mover status in an under-serviced category in the local market.”



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