Muse is the forward-looking bakery that offers a customer experience that is both physical and digital, a new place to live and a place for the consumer. This FoodConcept was created with the students of Institut du Cordon Bleu Paris, to provide a global watch on food offers, trends in the development of the bakery industry and consumer behavior.
Tomorrow, there will be no more cold showcases that make the eyes glaze over and prevent appetite, but rather single-product kiosks where the gourmet choice is easier, self-service, or Click & Collect thanks to the terminals, and total cashless payment (without a cash register).
The bakery becomes completely digital – for what does not add value to the consumer experience (e.g. queuing and payment). We have chosen to put a number of sales assistants, experts in the offer because they are also bakers, and equipped with tablets, mini printers and credit card terminal to support customers, inform them, advise them; and also to promote new products, favouring those that need to be sold to avoid waste or losses, avoid queues and collect at the heart of the food offer.
The food offer is more artisanal, very ‘legitimate’ in the snacking part of the bakery trade (French toast, croutons, toast), it is also more vegetarian (legume-based breads, vegetarian toast), and more respectful (using more seasonal products, no raspberries or strawberries in winter). And the chef Olivier Boudot has succeeded in our wager to be in the no wood waste era in this creation of Foodconcept: scraps of croissant dough have been transformed into savoury mini-cakes, beer dregs have replaced flour in the recipe of the chouquettes, to name but a few.
In order to meet consumer expectations and in a concern for transparency in the new bakery trades, an edible QR-Code (bread, snacking and pastry) has been programmed and placed on each product: nutritional values per 100g, allergens and list of ingredients. The data must also pass on to the other side of the mobile phone, not only to professionals. When closing time approaches, unsold products are offered in ‘baskets’ thanks to an ‘no waste food’ application. All waste is sorted and weighed as the Muse experience unfolds.
Of the 300 m2 of the total surface area of Muse, 120 m2 were dedicated to a comfortable and highly vegetated tasting lounge area (in different generational approaches). No consumption time was forgotten: from breakfast, to lunch, to the afternoon break, while anticipating the evening baguette or dinner snack.
This experimental laboratory was initiated by GL-Event and co-produced with Le Cordon Bleu. Many partners helped to make this project a reality at the Europain 2020 trade show. Information: 110 m2 production area, 70 m2 sales area, 120 m2 tasting area, 23 references on sale excluding hot and cold drinks.