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Forging Ahead at La Madeleine

Despite steep commodity prices and a tough economic climate, La Madeleine invests in fresh menu development.

By Monica Rogers, Contributing Editor -- Chain Leader, 8/1/2008

Phil Costner
La Madeleine Chief Operating Officer Phil Costner has developed new menu items such as mini desserts and fresh salads.


Read or listen to an extended interview with      Phil Costner.

With a new store prototype that streamlines traffic and takeout procedures and new management at the helm, La Madeleine is poised to make more headlines. The Dallas-based bakery-cafe chain is investing in a fresh crop of new products while contending with rising commodity prices and a sluggish economy. Phil Costner, who left his position as vice president of food and beverage research and development at T.G.I. Friday's to become chief operating officer for the 64-unit chain last August, spoke to Chain Leader about the new menu direction.

How have rising commodity prices and the current economic situation impacted La Madeleine's strategies?

The price of flour has tripled over the last year. That's pushed dairy up, and all of the feed grains have an effect on several of the proteins, so it has not been a kind year in terms of commodities and La Madeleine. La Madeleine has a long heritage as an artisan bakery, so when flour goes up, it has a huge impact on us, and it makes it very, very hard on us.

In spite of these challenges, you have not cut back on the development of the menu.

As far as menus are concerned, we're still surging ahead. We haven't curtailed anything. It's really heightened our intent. We've become razor focused on our guests and on those products that are really going to make a difference in their lives.

What are some of those new items?

In the bakery we've put a lot of work into a cache of mini desserts launched July 3: a beautiful little Sacher torte parfait, tiramisu parfait, crème brulee in a crust, lemon tart. While they're smaller, they still deliver great taste at a great price. We have more minis under development with a seasonal focus.

Also, we're extending the mini line beyond the pastry case to apply to items in other dayparts as well. We're working on some new loaf-style breads, a different kind of baguette and French specialty breads for sale through the bakery and for use with our sandwiches. And we're focusing new attention on our La Cuisine Vitale items that are lighter.

For the cold-weather months, in March you introduced some new hearty dinner entrees. I'm wondering how they did and if you will bring them back?

We had a very traditional Beef Bourguignon en Croute with red-wine-marinated beef in sauce with carrots, pearl onions and rosemary potatoes, with puff pastry; an Herb-Crusted Pork Florentine with spinach stuffing and garlic cream sauce; Chicken Cordon Bleu; and, my favorite, Red Wine-Braised Short Ribs with garlic mashed potatoes and sauteed mushrooms. They're very traditional, simple to understand from the guest point of view. We were very happy with the way they performed. So I wouldn't be surprised if we saw at least a couple of them return next year.

I understand you're in the midst of a new salad promotion for the warm-weather months.

We've got a new Chicken Rotisserie Salad and a Summer Salad with fresh fruit in it. The preliminary feedback so far has been extraordinary. People are loving these. But the promotion is really about encouraging our guests to bring a friend. When they do, they get one salad at full price and the second salad at half price.

Lunch is about 50 percent of your business. Anything new you're doing here?

We're taking a look at different portion sizes, ways we can pair sandwiches up with other items on the menu. Also, we're working on incorporating house-baked artisan breads into our sandwich line. So in the forseeable future, the sandwich you'll be enjoying at lunch will be made on the same bread that we'd love to see you purchase and take home with you.

Read or listen to an extended interview with Phil Costner.

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