News

La Madeleine: Bonjour, El Paso

April 2, 2014

La Madeleine Country French Café is opening a new location tomorrow at the Fountains at Farah in El Paso. Situated in a 4,500-square-foot, end-cap location at the outdoor lifestyle-shopping venue, the French-inspired café is near Nordstrom Rack and T.J. Maxx.

The new unit is the first of six locations that Franklin Mountain Bistro, the El Paso ownership group, will open in Greater El Paso and New Mexico as part of a multi-unit agreement that continues to build momentum for la Madeleine's recently launched franchising initiative, according to the release.

Paul Foster and Alejandra De La Vega Foster are Franklin Mountain Bistro's principal owners and the driving force behind bringing la Madeleine to El Paso. Their development company also led the creation of Fountains at Farah. La Madeleine launched its franchising program in 2012, and the Fosters quickly began the process of adding la Madeleine to the center and plan to grow the brand throughout the market.

"The feedback we've received from the community has been incredible. La Madeleine already holds a dear place in El Paso's heart," said De La Vega Foster, who serves as the owner/CEO of companies that operate nine Domino's Pizzas and more than 200 Del Rio convenience store locations in Juarez. "Fountains at Farah is the perfect place to open the area's first French-inspired bakery café. With its sophisticated look and proximity to popular stores, shoppers can dine in style."

The look
The fast casual restaurant's design and décor unites comfort with the French country atmosphere for which la Madeleine has become known, according to a company press release. Wood floors, hearth fireplaces and rustic beams, along with a lighter color palette all accentuate the brand's updated look and feel. The locale also features enhanced seating options, which now include banquette seating, high-top tables, custom-built, 12-seat family tables and a wine room with 100-year-old reclaimed wood and fireplace. A private room is available that can be reserved for events and parties as well.

El Paso's new bakery café is one of five that Dallas-based la Madeleine will open in the first two quarters of 2014, bringing the total number of locations to 73.