Le Pain Quotidien enters Greece for fourth new market of 2023

Le Pain Quotidien’s store in Athens | Photo credit: Le Pain Quotidien

Belgian bakery-café chain Le Pain Quotidien has entered Greece with an outlet in Athens. 
 

Greece is the 19th market globally for the Brussels-based business and its ninth in Europe. The Athens store also represents Le Pain Quotidien’s fourth new market this year following debuts in Luxembourg, Uruguay and Morocco. 

Le Pain Quotidien, French for the daily bread, operates more than 200 outlets globally, with Belgium, Argentina, the US and Mexico among its largest markets. 

The food-focused brand operates company-owned stores in Belgium, France, the UK and the US, with all other international sites franchised. In July 2023, Le Pain Quotidien closed nine of its 10 UK stores and entered administration. Its remaining UK site, at London’s St Pancras International rail station, is operated by the company’s sister firm SPQ Holdings. 

The Greek branded coffee shop market is primarily comprised of domestic brands, with its three largest chains – Coffee Island, Gregory’s and Mikel Coffee Company – collectively holding a 52% share of the 2,060-store market. The Greek food-focused segment totals more than 350 outlets, led by domestic brands Café Veneti and Everest. 

Le Pain Quotidien joins Italy’s 12oz and Dubai-based Café Barbera in entering the Greek market this year. UK-based coffee and food-to-go chain Pret A Manger is also set to launch in Greece this month at Thessaloniki Airport, via SSP Group and Fraport Greece.