Levaduramadre takes a step beyond the sale of bread and pastries with the opening of its first establishment under the Bakery & Coffee House concept. The chain has chosen Majadahonda, in Madrid, to launch a format that combines its traditional bakery activity with a cafeteria and restaurant offering, in a move with which it seeks to expand consumption occasions and develop a new line of business.
The initiative represents an evolution of the company’s commercial model, until now focused on neighborhood establishments mainly aimed at take-out purchases. With the new concept, Levaduramadre intends for its stores to also function as meeting and consumption spaces, incorporating the stay in the room into the brand experience.
The new proposal is presented under the motto “As good as our bread”
The establishment, located in the La Bolsa shopping center, will act as a pilot project to study the feasibility of extending the format to other locations. The company plans its development in parallel to the current network of bakeries, which will maintain its operating model.
The new proposal is presented under the motto “As good as our bread”with which Levaduramadre seeks to transfer the attributes associated with its main product – artisanal preparation, attention to raw materials and production processes – to a broader gastronomic offer.
The strategy relies on brand recognition within the bakery category to introduce new products and consumption moments. Thus, bread stops being exclusively an item that the customer buys to take home and becomes part of a restaurant experience.
“Artisanal bread continues to be our heart and our origin, that does not change. But we felt that the natural evolution was to give that bread a place to enjoy it calmly. A place for the people of the neighborhood and lovers of good food to sit down to have breakfast, lunch or dinner with the same level of demand that we put in the bakery”explains Moncho López, founder of Levaduramadre.
One of the central elements of the new concept is the incorporation of a specialty coffee developed specifically for the company. It is its own blend of beans from Brazil and Peru, with which Levaduramadre intends to give coffee a relevant role in its proposal, beyond its usual function as an accompaniment to pastries.
For lunches and dinners, include hamburgers or pizzas made with your own dough.
The menu has also been designed to cover different time slots. During breakfast it includes sourdough loaf toast, artisan pastries and bowls, while for lunch and dinner it includes hamburgers, pizzas made with its own dough, salads and plates to share.
A brand experience that invites you to stay
The design of the first Bakery & Coffee House also responds to the change in model. Compared to the predominance of the counter and the rapid circulation of customers in traditional bakeries, the new space incorporates different areas to favor both short visits and long stays.
The establishment has low tables, a long wooden table and an outdoor terrace. The decoration uses wood and iron elements to maintain an aesthetic linked to the craftsmanship and closeness that the company wants to associate with its identity. At the same time, Levaduramadre preserves two characteristic elements of its establishments, such as the large bread basket and the display case. Both maintain the visual prominence of the bakery product within a space that incorporates new gastronomic categories.
The opening marks the beginning of a growth strategy that contemplates the coexistence of two differentiated commercial models. On the one hand, Levaduramadre will maintain its traditional establishments, focused on the sale of bread and bakery products. On the other hand, it will study the development of new cafeterias with a more extensive gastronomic offer and spaces equipped to consume on the premises.
The company has not yet communicated opening targets or an expansion schedule for the new format. The evolution will depend on the results obtained in the first establishment and the response of consumers.
The official opening of the establishment will take place on Saturday, November 7, starting at 5:00 p.m., with an action aimed at the residents of Majadahonda, who the company will invite to a snack to present its new gastronomic proposal and specialty coffee.
