News

French street café in the heart of the bluegrass state? Mais oui!

July 14, 2016

Life is getting pretty cushy for students in Kentucky Wildcat country. Just in time for the fall semester, a European-style café, Brioche Doree, featuring espresso-based coffees, croissant breakfast sandwiches and other French pastries will undoubtedly make a few University of Kentucky business students late for class when it opens Aug. 8 in the Gatton College of Business and Economics on the Lexington campus. 

"This opening is the latest example of how we are bridging the quality that students and faculty desire with the convenience and taste profiles they expect," said Brioche Doree President Jeff Drake. "Keeping in mind that students desire healthy, customizable menu items, Brioche Dorée is sure to impress with its genuine Parisian character."

The brand's traditional French products are available at the quick-service outlet, which is designed in a manner that's meant to recreate the aura of a Parisian street market.  

"On campus, we strive to bring new and unique offerings for our students and employees. Brioche Dorée certainly fulfills that objective," said University of Kentucky Housing Project Implementation and New Strategies Director Penny Cox. 

Brioche Dorée — which literally translates to something like "golden pastry" — features those famous butter-laden croissants in chocolate and other varieties, as well as tartlets and stiff, stiff espresso brews that college students are especially good at sniffing out after a long night of partying ... er, studying. The folks behind Brioche Doree obviously know about that young adult affinity for all things sweet and heavily caffeinated because they're setting their sites on other college-based locations in the U.S. 

"We are working to bring our fresh bakery café experience to more universities across the country,” said Drake. "Our cafés are perfectly designed for settings that serve busy students, employees, and visitors who want fresh bakery options and delicious drinks. We are confident that Brioche Dorée will build a great name for itself at the University of Kentucky and on many more campuses to come."

The 40-year-old brand is opening the Lexington location as part of its franchise and licensing growth strategy that a news release said will significantly increase its university presence and expand the brand by about 15 percent, through new locations in North and South America. The chain currently has more than 600 café bakeries in Europe and Asia.