Ladurée Café opens in Paris on avenue Victor Hugo with Matcha Vibes lattes and signature pastries

Paris-based Ladurée has just inaugurated its first coffee shop of a new kind. Called Ladurée Café, this new concept marks a strategic shift designed to appeal to a new generation of customers. The macaroon institution is now anchored in a more relaxed, everyday world.

A new positioning for the Parisian house

The first Ladurée Café has opened in Paris, at 112 avenue Victor Hugo in the 16th arrondissement. The new brand stands out visually from its predecessors, with a renewed identity. However, the link with the parent company remains perceptible, thanks to the almond green on the façade.

The burgundy color, however, marks the difference. A new typography accompanies this new color scheme. As a result, the project moves away from the traditional codes of the tea room and resolutely adopts those of the contemporary coffee shop.

Conceived as a brand in its own right, this concept embodies a more everyday, less formal positioning. The company’s aim is to appeal to a clientele in search of spontaneity and proximity. What’s more, this approach perfectly complements existing boutiques and tearooms.

“Ladurée Café aims to embody a more everyday, less formal positioning.

A menu combining tradition and innovation

The menu retains some of its hallmarks, including traditional hot chocolate and a selection of macaroons. However, it is built around exclusive recipes designed for this new format. In this way, the house’s heritage meets modern, gourmet creations.

For the launch, the brand is offering a range of Matcha Vibes lattes in four flavors: raspberry, pistachio, coconut and vanilla. These short-lived creations are offered alongside the permanent range. What’s more, they are designed to evolve every two months to arouse customer curiosity.

• Limited-edition Matcha Vibes lattes renewed every two months
• A selection of the house’s iconic macaroons
• Tendresse, a cookie created by pastry chef Julien Alvarez
• Classic and original viennoiseries in the shop window
• A traditional hot chocolate faithful to historic recipes

In the window, you’ll find classic viennoiseries as well as original creations. Among them is Tendresse, a cookie designed specifically by Julien Alvarez, the company’s head pastry chef. This innovation testifies to the desire to anchor the concept in its own identity.

A strategy of proximity and conquest

The Ladurée Café concept is aimed in particular at younger generations with a taste for gourmet beverages. It responds to on-the-go consumption habits, increasingly sought-after in major metropolises. In this way, the company is adapting to new expectations and urban lifestyles.

By investing in small-scale outlets, the brand boosts its visibility. It positions itself as a local brand accessible on a daily basis. As a result, this approach complements already-established boutiques and tearooms.

The strategy aims to cover high-traffic urban areas. It enables us to reach customers in a hurry, in search of a quick but refined treat. What’s more, the compact format makes it easy to set up in busy, dynamic neighborhoods.

Strong international ambitions

Owned by the LOV Group since 2021, Ladurée currently has some 160 points of sale in over 25 countries, all concepts combined. This global presence is testimony to the company’s solid expertise in international development. As a result, the company benefits from proven know-how when rolling out its new concept.

The company aims to open around fifty Ladurée Café outlets in France and abroad within the next five years. This objective reflects a measured but determined commitment to expansion. On the other hand, it also underlines our confidence in the potential of this new format.

This offensive is based on a clear promise: to democratize access to the refined world of the Parisian house. The coffee shop thus becomes a vehicle for reinvented French elegance. As a result, everyone can enjoy a gourmet moment, regardless of time or dress code.

• Ladurée