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Co-founded by Alix DE LA BASTIDE (IÉSEG graduate – Grande École Program 2008) and one of her high school friends, “Le French Biscuit” has been delighting food lovers’ taste buds since 2017. Thanks to its success, which has been built mainly through word-of-mouth, “Le French Biscuit” has won over consumers. Individuals and companies alike see it as an opportunity to make a lasting impression on a special occasion (birthday, Mother’s Day, seminar, trade show…). We spoke to Alix about the history of “Le French Biscuit” and how it has evolved since its early days.

How did “Le French Biscuit” come about, and what do you think has made it so successful? How did you set yourself apart from the competition?

I think “Le French Biscuit” stood out thanks to our commitment to quality and authenticity. The idea was born out of a desire to rediscover the flavors of the artisanal cookies of our childhood, which had become impossible to find on the shelves in supermarkets. We chose to focus on the quality of the raw materials we selected, and on using local products whenever possible. This approach has enabled us to stand out in a crowded market that doesn’t always meet consumer expectations in terms of both taste and nutritional quality. We therefore offer personalized cookies that provide a taste experience that’s both fun and high-end. The great thing about our cookie is that it promotes itself… People taste it, and they like it! And above all, they talk about it around them.

How has “Le French Biscuit” developed so far, and how have you managed this growth?

“Le French Biscuit” has grown significantly since its creation in 2017. Our beginnings were marked by a quick start. We started small in a shared kitchen lab, using… a lasagne machine for our first productions! Coline and I made everything ourselves. Recognition came quickly through word-of-mouth, and the first orders followed within the first few months of opening.

When we received our first major order, we realized that we absolutely had to take things to the next level and invest in a more appropriate, professional machine. This required a fairly substantial financial investment, but we really needed it to meet our customers’ demands. We also started recruiting production and post-production staff (3 full-time), which freed up Coline’s and my time to focus on the strategic and commercial dimensions of the business.

Have you had to adapt your business model since the company was founded?

After a rapid and successful launch, we faced our first challenges with the impact of the COVID-19 pandemic. We indeed had to adapt, particularly from a strategic point of view, by focusing on regular income from delicatessens and concept stores, rather than relying exclusively on events. This has given us greater financial stability, enabling us to sustain ourselves over the long term and cope with the crisis caused by the pandemic.

What are your current and future goals?

We’re now aiming to develop new international markets, particularly in Japan, South Korea and the United States, which appear to be ideal for our development. One of the ways we’ve established links with overseas buyers is by attending trade shows. In fact, meeting in person allows potential clients to taste our product live. Since it is widely appreciated for its gourmet, refined French flair and its touch of humor, it’s not hard to seduce future customers.

We’re also going to move premises very soon, as we need more space to keep up with growing demand. This will also enable us to invest in new, larger machines to increase our production capacity. Although we’re looking forward to significant growth, above all we’ll continue to focus on the quality and authenticity that have made our “French Biscuit” such a success. We’re also planning to develop new products, as we haven’t released anything new in the last two years… but it won’t be long now, even if I have to keep it secret for the time being!

“So, would you say that “Le French Biscuit” is a success story?

Despite the challenges we’ve encountered along the way, we’ve managed to keep on track thanks to our commitment to quality and customer satisfaction. So, I’d say the answer is yes! Our ability to adapt quickly to market changes and seize new opportunities has allowed us to always bounce back and thrive in a highly competitive industry. I’m very proud of what we’ve achieved so far, and can’t wait to see what the future holds.

What led you to “Le French Biscuit” since graduating from IÉSEG in 2008?

Let’s just say that entrepreneurship has always been in the back of my mind. When I was an employee, I was involved in an association called ” Entrepreneurship for Learning “, where I mentored groups of young people whose mission was to set up their own business. This coaching process went from the initial idea stage right through to implementation. I found this fascinating, and told myself that one day I’d have to launch my own business venture. I set up my first company, which didn’t work out, and then I co-created “Le French Biscuit”.