Michael Aldridge

Le Pain Quotidien:Cross-border Cultural Success

Culture

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What is Culture?

Source: Oxford English Dictionary

the ideas, customs, and social behaviour of a particular people or society:

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Culture is a society’s personality

Behaviour & Lifestyle

1. The influence of culture on consumer behaviourAs the sum total of learned beliefs, values and customs. 2. Its influence on behaviour is usually taken for granted Because it's the right thing to do, which dictates service.

3. Culture by comparisonCreating a transporting experience. 4. Cultural lensWhat customers bring to the table.

Hofstede Cultural Dimensions

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Power Distance (PDI)

Individualism versus collectivism (IDV)

Masculinity versus femininity (MAS)

Uncertainty avoidance (UAI)

Long-term versus short-term orientation (LTO)

Indulgence versus Restraint (IVR)

Belgium

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Our Heritage Culture

Belgium vs. France

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The Francophone Culture

Belgium vs. France vs. USA

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USA vs. UK

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USA vs. Japan vs. Russia

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Belgium vs. UAE vs. Australia

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From Heritage to New Worlds

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How behaviour is formed from Culture

Culture on Behaviour

Personality traits

Cognitive beliefs

Practices

Values

Attitude

Social Norms

Behavioural intention

BehaviourSubjective Culture

• Regional• Religion• Ethnicity• Linguistic• National• Professional• Organisational• Group

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Focus Groups

Method1. Conducted two focus groups categorized by:

• Brand aware, non-users: Target customer• Brand unaware, non-user: Control group

2. Research was focused on a competitive set, not Le Pain Quotidien specific:

Findings• Consumers are looking for honest, un-hyped communication and simple, gracious service

• “Local” and community connection are more important to these consumers than “organic,” “efficient,” “European”

• Better, more connected customer service, simplified offers

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Learn Purple Employee Study

Pilot Audit A – Philadelphia – Mid-May

Pilot Audit B – London –July 13-15• 16 staff in 3 stores (high-performing Great Marlborough, mid-performing

Wimbledon, low-performing Wardour)• Same questions as Philadelphia, but as focus groups

Worldwide Employee Survey - Late Summer 2012• Produce bespoke online survey combining learnings from Pilots• Worldwide approx. 6000 employees in 6 languages

Final Product• Present findings for cultural communications workshops in November

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Brand Voice• communication guidelines to determine tone of

all written materials

Concept Book• Concept Book / Press Review to provide an off-

the-shelf, introduction to the Brand and Company

Corporate Responsibility

• Corporate Responsibility Charter to establish standards regarding the environment, employees, and customers

Cross-border Cultural Supports

Online• Global and Local• Integrate blog and customer forum• Facebook / Twitter store manager

Customer Surveys

• Online customer research program• Mystery shopper program

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Cookery Book

English + 9 Foreign Language Editions Simultaneously

50%

60%

70%

80%

90%

100%

Greeting Speed of Service Quality and friendliness of

service

Presentation & quality of F&B

Value for money Cleanliness and organization

LA

NY

DC

Philly

World Average

Customer Satisfaction

Frequency of Visits

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

NY LA DC Philly World Average

ME Turkey BE UK FR Spain NL MX

>1 per week

2-4 per month

1 per month

1st visit

Regu

lar s

New

Cu

stom

ers

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Customer Research

Facebook• All Facebook pages merged in March• Administrators in each country target posts to their regions• Facilitate discussions – cross global cultures• Build talking points – on lifestyle issues across cultures• Likes increased from 7,200 pre-merge to 18,528 post-merge

Twitter• Regionally focused - example - US split in LA, PH, DC, NY• Tweets deliver a message in a friendly culture specific and regional

tone of voice• Build community by tagging related cultural lifestyle groups and

creating ambassadors in various regions

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Online Presence

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Thank you