The Breton group Le Duff continues its offensive in the country of Uncle Sam. Last February, it inaugurated its very first “Drive-in” store for its “La Madeleine” café-bakery brand in Texas. Today, again for La Madeleine, he announces the opening, from next July, of ten dedicated so-called “express” sales areas in the shopping malls of Walmart, the American giant of mass distribution. They will be located in the Dallas and Sun Belt area (southern and western states of the United States).
Bridor and Gourming products on the shelves
At the same time, Le Duff will sell its traditional Bridor bakery products and Gourming ready meals on Walmart shelves. This agreement constitutes an important lever of growth for the group in the United States since it opens the doors of a giant of the distribution. In 2020, Walmart had sales of $ 560 billion, with 6,300 outlets worldwide and 2.3 million employees. “The health crisis has shaken up behavior. It was imperative to be agile and accelerate our innovative projects, ”says Lionel Ladouceur, general manager of the restaurant activities in the Americas of the Le Duff Group.
The Duff Bakery has 200 points of sale and restaurants in North America with La Madeleine, Brioche Dorée and Au Pain Doré. Including Bridor, it employs 6,000 people across the Atlantic. Founded by Louis Le Duff from Finistère, the French group headquartered in Rennes has a turnover of over 2 billion euros.
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