Café Marketing

PAUL Bakery

PAUL Bakery approached Big Cat to devise a marketing strategy for the launch of their new café in Grand Central Birmingham.


PAUL Bakery café is a family run business, which has been producing traditional French patisserie goods for over 125 years. The company has bakeries and cafés worldwide, and is continuing to expand their portfolio in the UK.


To generate awareness of the new bakery café in Grand Central Birmingham, by devising a marketing strategy that will ultimately encourage brand loyalty with repeat custom from commuters, visitors to the city and Birmingham professionals.

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  • A team of brand ambassadors were comprehensively briefed on PAUL’s brand values and objectives and were recruited to conduct 4 days of promotional activity in Birmingham City Centre. The ambassadors were supplied with 6,000 PAUL Bakery coffee cup sleeves which entitled the recipient to a free coffee upon presentation of the sleeve in the Grand Central café
  • In conjunction with the distribution of the coffee cup sleeves, the brand ambassadors actively encourage conversations with passers-by to gauge awareness of the arrival of PAUL Bakery in Birmingham, and informed those who were unaware of the location, and offering available in store and take-away
  • In-store, PAUL Bakery staff were briefed to distribute loyalty cards to customers to encourage repeat custom


During the 4 day period in which the marketing tactics were actioned, over 1,000 sleeves were claimed in-store and many customers returned to PAUL Bakery using their loyalty cards. Since launching in Grand Central Birmingham, the cafe has seen great success, and is looking to expand its UK portfolio further

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