Aux Merveilleux de Fred: Spreading French Patisserie Know-How Abroad
Résumé
Frédéric Vaucamps, a French pastry chef, founded Aux Merveilleux de Fred in 1997 by revamping a classic, traditional pastry, and turning it into a genuine concept. Since 2009, the brand had expanded into prestigious cities across Europe (Berlin, London) and around the world (New York, Tokyo, Shanghai). In each country, the same core products were on offer with the same flavour, representing the epitome of French elegance. The aim was for every customer - whether in Toronto, London or Lille - to find the same quality and same magical taste of this must-have inimitable dessert made right before your eyes. Vaucamps had expanded internationally using co-ownership as a business model, but he was contemplating using a traditional franchising model to develop in other cities in the United-States. This case discusses choice of international market entry modes, focusing on co-ownership and franchising intermediary modes.