Le Pain Quotidien to open its first store in Luxembourg

Le Pain Quotidien will add to Luxembourg’s primarily food-focused branded coffee shop market | Photo credit: Hans Vivek

Belgian bakery café chain Le Pain Quotidien will open its first store in Luxembourg in August 2023. 

Lou Reiter, Managing Partner for Le Pain Quotidien Luxembourg, said there is a gap in the market for the bakery café chain in Luxembourg City, where there is currently a ‘low’ breakfast and brunch offer. 

It has been reported that the chain’s Luxembourg store, opposite the mixed-use Royal-Hamilius complex, will focus on take-away. Le Pain Quotidien will then examine the success of the format before investing in the segment in other markets. 
 

Luxembourg will be Le Pain Quotidien’s 17th market globally and adds to the chain’s 40 sites across Belgium and the Netherlands.  
 

The city centre store will add to Luxembourg’s primarily food-focused branded coffee shop market.  

World Coffee Portal research shows that more than 100 of Luxembourg’s approximately 120 branded coffee shops are food-focused, led by domestic brand Fischer and Belgian bakery café chain Panos, with 60 and 22 sites respectively. 

Le Pain Quotidien’s arrival in Luxembourg follows the recent arrival of UK coffee and food-to-go chain Pret A Manger, which opened within the Royal-Hamilius complex in Luxembourg City in May 2023. 

Founded in Brussels in 1990, Le Pain Quotidien currently operates approximately 200 outlets globally and plans to enter four further new markets – Saudi Arabia, Greece, Morocco and Uruguay – within the next 12 months. 

In July 2023, the UK division of Le Pain Quotidien closed all but one of its stores and entered administration. The chain cited lower footfall in London, alongside higher property and staffing costs, for the decision. The appointment of administrators is not expected to affect Le Pain Quotidien’s operations in other markets.