La Madeleine launches new specialty coffee program
The espresso-based drinks are designed to pair with the chain's French-inspired bakery items and enhance the café experience.
“Our bakery has always been at the heart of the la Madeleine experience,”
Dallas-based la Madeleine is introducing a specialty coffee program of espresso-based beverages nationwide, designed to pair with the brand’s French-inspired bakery items.
The three new Signature Lattes start at $5.29 and are available hot or iced:
• French Madeleine Latte is a velvety espresso with the vanilla-butter essence of La Madeleine’s signature madeleine cookie
• Brown Butter Toffee Latte is a rich espresso swirled with nutty brown butter and golden toffee flavors
• Pistachio Latte is a silky espresso blended with pistachio for a subtly sweet, nutty latte
The coffee program creates an enhanced cafe experience for 90-unit la Madeleine.
“Our bakery has always been at the heart of the la Madeleine experience,” Lionel Ladouceur, CEO of parent company la Madeleine/Groupe Le Duff, said in a statement. “We wanted to create a coffee program that feels just as special. These new handcrafted lattes bring together quality espresso and flavors that feel distinctly la Madeleine, giving guests another reason to stay awhile and make our cafés part of their everyday ritual.”
This past March, John Dillon, CEO and president of the fast-casual chain, revealed la Madeleine’s transformation strategy called “Ignite the Joy.” The goal: to re-establish la Madeleine as that “third place” where people gather to sit with a cup of coffee and croissant. The upgraded coffee program, a work in progress at the time, is now in place as part of that transformation.
La Madeleine is offering Bonjour Rewards loyalty members a “2 Coffees. Then Voilà!” challenge through Sept. 30. Members who order any two qualifying coffees through the brand’s app or online will earn a reward for a free qualifying coffee, redeemable on a subsequent visit until Oct. 7. The offer includes the new Signature Lattes, along with a variety of la Madeleine coffee and espresso favorites.
The perks continue on National Coffee Day, Tuesday, Sept. 29. The first 50 guests at each participating café who purchase any coffee in-store will receive a free limited-edition mini coffee cup keychain, modeled after la Madeleine’s new blue coffee cups while supplies last.
