La Croissanterie continues its international expansion
La Croissanterie sets up in Riyadh and aims for 35 openings in Saudi Arabia. The brand is adapting its menu to local tastes with recipes such as zaatar croissants and falafels. A must-see!
Already well established internationally, particularly in French-speaking Africa (Senegal, Cameroon, Congo, Gabon, Mali, Côte d'Ivoire, Guinea) with around fifty points of sale recorded as of early 2024, the fast-food chain La Croissanterie continues its expansion in the Middle East.
It has just opened a first location in Riyadh, the capital of Saudi Arabia, within the Rabwa Mall, a shopping center owned by the Al Othaim Foods group.
Al Othaim Foods, a major player in retail, entertainment, fashion, and foodservice in Saudi Arabia, is now the master franchisee of La Croissanterie in the country, following an agreement signed in 2023 with the French group Delineo, the brand's developer.
As part of this partnership, 35 outlets are planned over the next five years, located in shopping centers or in strategic downtown areas.
For its international growth, La Croissanterie relies on a master franchise model or partners capable of operating multiple units. It also ensures to adapt its offering to local tastes and market expectations.
In Saudi Arabia, for example, the brand offers a zaatar croissant – a signature aromatic herb of the Middle East – a brunch croissant (scrambled eggs, Emmental cheese, turkey bacon), as well as falafels, served as a sandwich or in a salad.
Founded in 1977 and franchised since 1979, La Croissanterie currently operates 269 restaurants in France and abroad, including 187 franchised units in France as of early 2024.