New Ceo To Refresh Perth Bakery Icon

Western-Australian bakery franchise Croissant Express has appointed a new chief executive officer, who has announced major plans for the 27-year-old company.

Neil Soares said the brand – which first opened in Allendale Square, Perth, in 1987 – is ready for aggressive expansion and a refreshed look, including a range of new products.

“Croissant Express is a great brand but we need to make sure it’s still relevant. We’re currently doing a review of everything we do, across every aspect of the business. We want to develop products that will not only appeal to today’s generation but tomorrow’s generation as well,” the new chief executive officer said.

“Once we’ve been through that review process, I think we’ll be really well placed to grow the business nationally and internationally. The plan is to double the number of stores we have to 52 in the next three years.”

Croissant Express has traditionally been a CBD-based franchise, however, Mr Soares is keen to expand into Perth’s suburbs.

“We also want to get customers excited and more engaged with us, so we’ll be looking at creating menus that are more relevant to the customer and the store’s location,” he said.

“Eating habits have changed in the past 25 years, that’s why we need to offer more than just a white bread-style lunch menu. We want to offer breakfast, lunch and dinner, which will include a new range of hot foods, soups and salads.”

Mr Soares said although Croissant Express had outlasted a number of its competitors, it didn’t mean it shouldn’t evolve.

“It’s all about being innovative. We know customers like our great food and coffee but we want to build on our convenience, change the way production works, lower the costs and increase margins for franchisees,” he said.

“This is going to be a total transformation with the customers getting the benefits,” he said.


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