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Le Macaron Franchise Review (2023)
Written by: Patrick Findaro
Last Updated by
Rocio Somoza: January 18, 2023
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Le Macaron opened its first corporate store in 2009 in Sarasota, FL. The business focuses on authentic French macaron pastries made with natural ingredients and no preservatives.
Contents
The pastries are baked and immediately freeze shipped from a central bakery in Sarasota, Florida to the Le Macaron stores, thereby simplifying operations and decreasing the investment amount.
In addition to the famous macarons, the stores sell other pastries, desserts, and a variety of beverages.
Le Macaron Franchise Management Team
Le Macaron was founded by a mother-daughter combo, Rosalie Guillem and Audrey Guillem-Saba, who moved to the U.S. from their homeland of France
The family quickly realized that there was a large untapped potential to bring authentic French macarons to the U.S., so the family opened up their first location in Sarasota, FL in 2009 with franchising beginning in 2012. They have expanded throughout most of Florida since then.
In addition, they have plans to share their taste in France by rapidly expanding throughout the U.S.
Franchise Desserts Industry Analysis
Franchise Strengths
- Operationally simple, easy to learn.
- Artisanal, high quality, and authentically French.
- The franchisor provides training and support with suppliers and opens the store.
- Strong leadership team based in FL.
Franchise Weaknesses
- The success of a business is highly dependent on the location of the store.
- Americans are still unfamiliar with French-style macarons.
- The focus is on narrow product categories with limited menu items.
Franchise Opportunities
- Ability to adapt and grow with an emerging franchisor in an under-penetrated market.
- 50 largest retail bakeries only generate about 15 percent of overall revenue (~$3.2bn 2015 sales) and thus leaving room for breakout brands to grow.
- The model allows for smaller units as no baking occurs at the unit.
- Opportunities for B2B business, coffee sales, other products, etc.
Franchise Threats
- Profitability can be negatively impacted by the close location of like competitors (frozen dessert stores and artisanal dessert bakeries).
- Depending on the location of the store, the cost of goods likely increases the further a store is from the central bakery in Florida.
- Potential for macarons to not catch on with the American masses (partially mitigated by foreign tourists to Miami).
How much is a Le Macaron Franchise?
Le Macaron Franchise cost ranges from $131,500 to $361,500 according to the 2019 FDD.
| Traditional Patstry Shop or Permanent Kiosk |
|---|
| Cost Types | Amount (in USD) | When Due | To Whom Payment is to Be Made | |
|---|---|---|---|---|
| Low | High | |||
| Franchise Fee | 33,000 | 45,000 | Upon signing FA | Franchisor |
| Opening Assistance Fee | 5,000 | 5,000 | When you sign FA | Franchisor |
| Lease Deposits, Utility Deposits, and Rent for 3 Months | 15,000 | 30,000 | As invoiced | Lessor |
| Design and Architectual Fees | 6,000 | 12,000 | As invoiced | Approved Architects |
| Leasehold Improvements | 5,000 | 100,000 | As invoiced | Contractor |
| Furniture and Fixtures | 15,000 | 25,000 | As invoiced | Suppliers |
| Equipment | 17,000 | 50,000 | As invoiced | Suppliers |
| Exterior and Interior Signage and Graphics | 1,000 | 8,000 | As required by sign vendor | Sign Vendor |
| Initial Macaron Inventory (plus other food and beverage products and initial supplies) | 6,500 | 42,000 | As invoiced | LMFPC and Designated Suppliers |
| Liquor License | Varies | Varies | As invoiced | Gov Agencies, Lawyers, and Other 3rd Parties |
| Travel and Other Related Expenses While Training | 1,000 | 1,500 | As incurred | Airlines, Hotels, and Restaurants |
| Grand Opening Marketing | 3,000 | 4,000 | As invoiced | Suppliers |
| POS Software and Hardware | 1,000 | 1,500 | As invoiced | Suppliers |
| Professional Services | 1,000 | 2,500 | As invoiced | Accountants, Lawyers, Franchisor, Architect, ect |
| Insurance | 1,500 | 3,500 | As invoiced | Insurance Broker |
| Gov Permits and Licenses | 500 | 1,500 | As incurred | Gov Agencies |
| Additional Funds (3 months) | 20,000 | 30,000 | As Incurred | Not Applicable |
Mobile Kiosk
| Cost Types | Amount (in USD) | To Whom Payment is to Be Made | |
| Low | High | ||
| Franchise Fee | 33,000 | 45,000 | Franchisor |
| Opening Assistance Fee | 5,000 | 5,000 | Franchisor |
| Lease Deposits, Utility Deposits, and Rent for 3 Months | 4,000 | 10,000 | Lessor |
| Leasehold Improvements | 200 | 1,500 | Contractor |
| Kiosk and Equipment | 30,000 | 36,000 | Suppliers |
| Initial Macaron Inventory (plus other food and beverage products and initial supplies) | 5,000 | 15,000 | LMFPC and Designated Suppliers |
| Travel and Other Related Expenses While Training | 1,000 | 1,500 | Airlines, Hotels, and Restaurants |
| Grand Opening Marketing | 1,000 | 1,000 | Suppliers |
| POS Software and Hardware | 800 | 1,000 | Suppliers |
| Professional Services | 1,000 | 2,500 | Accountants, Lawyers, Franchisor, Architect, ect |
| Insurance | 200 | 500 | Insurance Broker |
| Gov Permits and Licenses | 150 | 500 | Gov Agencies |
| Additional Funds (3 months) | 3,000 | 5,000 | Not Applicable |
| Total | $124,500 | $84,350 | |
How Much does a Le Macaron Franchise make?
| Shop Location | Gross Sales (2015) | Opening Month | Franchise / Affiliate-Owned |
|---|---|---|---|
| Santurce, PR | $234,463 | ene-15 | Franchise |
| Jensen Beach, FL | $166,000 | oct-14 | Franchise |
| Tampa, FL (Citrus Park) | $187,742 | may-14 | Franchise |
| Boca Raton, FL | $414,190 | abr-14 | Franchise |
| Guaynabo, PR | $280,319 | mar-14 | Franchise |
| Melbourne, FL | $211,769 | dic-13 | Franchise |
| Naples, FL | $277,697 | abr-13 | Franchise |
| Estero, FL | $246,791 | ene-13 | Franchise |
| Tampa, FL (International Mall) | $423,307 | jul-12 | Affiliate |
| Winter Park, FL | $347,137 | dic-11 | Affiliate |
| Sarasota, FL | $481,301 | ago-09 | Affiliate |
| Average | $297,338 |
| Items | Wholesale Cost (Product Only) |
| Macaron | $0.75 |
| Chocolates | $0.75 |
| Gelato | $1.20 |
| Croissants (Plain) | $0.65 |
| Croissants (Choclate) | $0.75 |
| Coffee (NESPRESSO Brand) | $0.60 |
| Cappuccino | $0.80 |
| Water | $0,10 |
FDD Disclosure: “The following charts include historical financial information, in the form of averages and medians, for the 24 LE MACARON FRENCH PASTRIES Pastry Shops that were open and operating during the full 2018 calendar year and which did not experience any full ownership transfers. Separate charts for shops owned by franchisees and shops owned by our affiliate entities include the high and low gross sales and the average and median gross sales. A combined chart that includes both franchised and affiliate-owned shops divides the 24 Pastry Shops into four, and the average and median Yearly Sales of each quarter, or quartile, are included in such chart.”
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