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As competition for coffee sales grows, one bakery chain demonstrates how to create a great coffee experience that keeps customers coming back.
Good coffee is now widely available, with convenience stores, petrol stations, and kiosks having stepped up their game to offer high-quality coffee at competitive prices, often alongside fresh baked goods.
This shift may leave many bakery owners wondering how they can stand out from the crowd, retain customers and, most importantly, retain bakery sales with those who usually pick up a loaf alongside coffee who are now able to source their morning cup in a variety of new venues.
For Boulangerie Ange, a bakery chain with locations across France, coffee has always been central to its business model. But as consumer habits shift towards convenience and self-service, Ange faces challenges with differentiation. The answer, according to the bakery chain, lies in creating an experience that goes beyond selling a cup of coffee.
Guardian of the good
“Ange’s slogan, ‘Guardian of the good’, stands for good products, good locations, and good prices. Yet, ‘good’ not only refers to quality but also creating an environment in which customers feel welcome and are inclined to return,” says Nicolas Damery, franchisee of three Ange locations alongside partner Claire Hurand.
For the franchise, coffee is a carefully considered part of the customer journey that enhances their experience and drives business success. And for Damery and Hurand, Franke Coffee Systems’ Mytico fully automatic coffee machine was the gateway.
“Our customers expect quality and efficiency, but they also value human interaction and the warm atmosphere of our bakeries,” says Damery. “That’s where Mytico helps us shine – it allows us to offer premium coffee quickly while keeping our focus on customer experience.”
Ange had long been a go-to destination for fresh bread and pastries. However, to strengthen its coffee offering and stand out in a competitive market, it needed a solution that delivered both quality and efficiency, and was easily integrable into daily operations. Damery and Hurand sought a coffee machine that could maintain the bakery’s high standards, was intuitive for staff, and created a memorable customer experience.
Seeking a solution
Ludovic Roquigny, Business Development Manager for France at Franke Coffee Systems, says Damery and Hurand’s decision was not made lightly. They carefully assessed different coffee machines, looking for one that would align with their goals: ensuring consistency, making operations smoother, and offering customers a high-quality coffee experience.
Their search was guided by Cupdate, Franke’s local distributor in France. With a keen understanding of Ange’s requirements, Philippe Da Costa, CEO of Cupdate, listened carefully to their expectations, provided expert advice, and ensured they found the right solution for their business. After weighing their options, they chose the Mytico Due and introduced it at their Luan location to test its impact before considering further expansion.
Damery and Hurand selected the Mytico Due for its ability to enhance customer experience. They say the machine’s sleek, modern design allows it to be prominently positioned in the bakery and helps engage customers.
“It consistently delivers barista-level coffee, ensuring each cup meets Ange’s high standards. Just as importantly, its intuitive interface means all staff members – regardless of their experience – can prepare high-quality drinks efficiently,” says Damery.
Beyond its ease of use, Mytico Due is designed to ensure consistent and high-quality results thanks to its intelligent extraction system, iQFlow.
Moreover, brewing temperatures can be individually adjusted allowing users to serve a variety of coffee blends at their ideal flavour profile. And to maintain purity, the PureShot function empties the coffee pipes between extractions to prevent residue from affecting the next brew.
The Mytico Due features two independent coffee modules designed for speed and reliability, allowing quick service during peak hours and an energy-saving mode for quieter times to optimise efficiency.
Focus on quality
“We chose the Mytico machine for its design and made a clear decision to showcase Ange coffee by positioning it facing the customer,” says Damery. “The goal is to stage it, to create the barista feeling, because we believe it’s a real contribution in terms of turnover for our company.”
According to the duo, the Mytico Due has quickly grabbed customers’ attention with its expanded beverage offering, ranging from espressos to cappuccinos and customisable drinks.
“One of the main advantages of this machine is the phenomenal time savings compared to the coffee machines we have in our other shops,” says Hurand. “It also offers incomparable coffee quality. Unlike our other machines, it allows customers to choose between a strong or smooth coffee, providing a more personalised experience.”
She says the visual presence of the Mytico Due also plays a key role.
“It catches customers’ attention – they enjoy seeing the coffee being prepared in front of them rather than just receiving a drink from a fully automatic machine. This enhances transparency and the perceived quality of our products,” says Hurand.
The Ange team report that customers enjoy watching staff assemble the coffee, highlighting the bakery’s focus on craftsmanship. They say the Mytico’s intuitive user-experience simplifies the process and ensures consistency while making it easy for staff members to operate.
“In terms of precision and ease of use, Mytico is by far the best,” says Hurand.
Damery believes that while the competition for coffee sales is fierce, Ange now has an advantage as they are not just selling coffee – they are crafting an experience.
“At Ange, we’ve always believed that a bakery should be more than just a place to buy bread. It’s about the smell of fresh pastries, the warmth of a friendly smile, and now, a coffee that customers love to come back for,” he says.
“By elevating our coffee offering with the Mytico Due, we are reinforcing Ange’s role as a ‘Guardian of the good’: delivering quality, creating moments, and ensuring customers don’t just pass through but return, time and time again.”
For more information, visit mytico.franke.coffee
The post Beyond the cup: Crafting café experiences appeared first on Global Coffee Report.
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