‘They won’t survive’: Is this the next store to disappear?

THEY could be present in nearly each buying centre in Australia and sooner or later virtually all of us have indulged in a slice of chocolate mud cake.

But Michel’s Patisserie might develop into the newest causality of Australia’s retail horror story with predictions it will not be lengthy earlier than it heads to the nice bakery in the sky.

Scores of retailers are up on the market, there are claims high quality has plummeted and an unfolding franchising squabble is impacting the chain.

A branding skilled has derided Michel’s as “naff” with all the uniqueness of a “production line”.

Michel’s Patisserie has been a part of the Australian meals courtroom furnishings for greater than 20 years.

While a former Michel’s franchisee has informed information.com.au it might be a “shock” if the chain retains going and bluntly stated “they don’t deserve to survive”.

Retail Food Group, the house owners of Michel’s, informed information.com.au they have been “absolutely committed” to the Michel’s model and have been wanting to revitalise it constructed round its “French cafe heritage”.

Michel’s troubles come towards a background of a depressing retail market with cutthroat competitors and shoppers that appear reluctant to open their wallets.

In the previous couple of months Gap has departed these shores and Myer has dumped its chief government. While eating has been much less affected by the discretionary downturn, it is hardly a simple enterprise setting. Sizzler has downsized, international chain Starbucks has always struggled in Australia and Michel’s stablemate Gloria Jeans is repositioning its model.

We’ve all had a Michel‘s Patisserie cake at some point.

We’ve all had a Michel‘s Patisserie cake sooner or later.


It’s alongside approach from 1998 when Noel Roberts and Noel Carroll began Michel’s as a bakery in Hornsby in northern Sydney.

Through franchisees, the chain shortly grew serving keen clients its now well-known desserts alongside pastries, pies and coffee. In 2007, it turned a part of the Retail Food Group (RFG) bringing it underneath the similar firm as Gloria Jean’s, Donut King and Brumby’s Bakery.

But in recent times RFG, and Michel’s particularly, have discovered the going robust. From round 360 retailers, Michel’s now has simply 240.

Last week, RFG shares plunged as the company announced a loss of $89m for the first half of 2018 and a writedown towards the worth of its manufacturers of $138 million.

The largest single writedown was $45 million towards the worth of Michel’s.

The group additionally introduced round 200 shops would shut decreasing its footprint by 13 per cent. But funding again UBS stated on Thursday it anticipated round 460 RFG retailers can be shut by 2020, reported Business Insider. Although this could be offset by worldwide openings in China and the Middle East.

Michel’s Patisserie is one business that has fallen victim to the hipster preference for bespoke cafes, over identical franchises. Picture: Richard Walker 050407

Michel’s Patisserie is one enterprise that has fallen sufferer to the hipster choice for bespoke cafes, over equivalent franchises. Picture: Richard Walker 050407


News.com.au has seen that a minimum of 60 Michel’s franchisees are wanting to promote up and have their retailers on the market.

It comes as no shock to former Michel’s Patisserie franchisee Robert Verni who, together with his household, ran a store at Robina Town Centre on the Gold Coast, from 2014 to 2017.

Previous to that he ran a BB’s Cafe franchisee, additionally an RFG model, for eight years earlier than the firm requested his agency to convert the outlet to Michel’s at a price of round $150,000.

“There’s no way in the world they can survive and they don’t deserve to,” he informed information.com.au.

The popularity of RFG, and its manufacturers, has been hit by claims the firm didn’t help its franchisees leaving some, like Mr Verni, to go to the wall.

Mr Verni, 44, stated he closed his Michel’s after struggling a nervous breakdown due to the strain he was underneath. He informed information.com.au he has now moved metropolis, undergone counselling and had to restart his profession after his household misplaced $800,000 on the enterprise, an quantity that additionally included lease hikes from the buying centre.

Robert Verni at his Michel's Patisserie franchise on the Gold Coast. He does not look back at the experience fondly. Picture: supplied

Robert Verni at his Michel’s Patisserie franchise on the Gold Coast. He doesn’t look again at the expertise fondly. Picture: provided


“I used to be working seven days every week, 12-14 hour days, and I nonetheless could not survive. I had no wages for 15 months, I misplaced my house, my tremendous, money set aside for my kid’s bank accounts and my mother and father who’re of their eighties had to put $350,000 towards their residence.”

RFG has rejected accusations it did not help its franchises however has admitted it might have carried out extra.

“Our success depends on the success of our franchise partners. If they thrive, so do we, and we are committed to finding ways to better support them, their staff and customers,” they stated in a press release earlier this month.

Mr Verni stated even after he shelled out to convert his enterprise to Michel’s, deliveries have been so erratic and the high quality of the meals so dangerous when RFG swapped to frozen muffins that he had to frequently give clients refunds.

“When it was fresh cakes, before I converted, it was brilliant but when they become frozen there was nothing but problems,” he stated.

“The muffins have been horrible high quality, there have been hairs in them, they have been broken, and scores would not arrive. The muffins have been throughout the packing containers, the clients observed and needed their a refund.

“If they survive with the quality they are providing it will be a shock.”

On the Product Review web site Michel’s scores 1.7 out of 5 with 72 of round 107 evaluations score the chain as “terrible”.

A poor quality cake ex-franchisee Robert Verni said was supplied by Michel's Patisserie.

A poor high quality cake ex-franchisee Robert Verni stated was provided by Michel’s Patisserie.


More poor quality cakes Rovert Verni said Michel's sent his store.

More poor high quality muffins Rovert Verni stated Michel’s despatched his store.

RFG has introduced that it plans to revitalise “Michel’s French cafe heritage,” regardless of the reality it has by no means operated in France. One of those has opened in Mr Verni’s previous stomping floor of Robina.

But a tendencies professional is not satisfied the push will work.

Dr Lauren Rosewarne, of the University of Melbourne, informed information.com.au consuming habits had modified since Michel’s might wow the nation with a Black Forest Gateaux.

“The entire mannequin of the franchise depends on a buyer having the ability to go into any department and have the similar sausage roll and the similar sandwich [but] as a tradition we have developed a extra discerning palate.

“Franchising is a model that once worked but now leaves many diners feeling like food is coming off a production line. It seems stale and anachronistic,” she stated.

New French-inspired Michel’s Patisserie & Café concept store at Robina Town Centre

New French-inspired Michel’s Patisserie & Café idea store at Robina Town Centre

That rigidity of the menu was in stark distinction to native bakeries and cafes which, in Australia, have had shocking endurance towards company chains.

“Diners want their food experience not to merely be Insta-worthy, but to be special, to be unique, not be akin to the processed offerings of a factory,” Dr Rosewarne stated.

“The idea of going into a clearly-not-very-French cafe-bakery-hybrid seems a little naff. Particularly in big cities with strong cafe cultures, the idea of franchises and the same-sameness of their offerings seems passé.”

Mr Verni definitely will not be heading right into a Michel’s anytime quickly and he is inspired others not to.

“People shouldn’t be going to the stores and buying that product. I feel sorry for [the franchises] but at the end of the day we’re hoping for a parliamentary inquiry into [RFG’s treatment of franchisees] and we want people to get compensated.”

Whether Michel’s can cope towards the triple whammy of accusations of low high quality meals, altering meals tendencies and disgruntled and vocal franchisees stays to be seen. The age of the mud cake might be nearing its finish.

A spokesman for RFG advised information.com.au they recognised work was wanted to make the model an ongoing success.

“RFG is absolutely committed to the Michels brand. The 2018 re-positioning includes new menu items to emphasise our French cafe heritage and will enhance consumer relevance.”

The firm has beforehand requested clients to again its manufacturers. “We ask that the Australian public continue to support them [franchises], especially during this time when retail conditions are challenging,” a RFG spokesman previously said in a statement.



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