Operations

La Madeleine eyes accelerated growth following 'Ignite the Joy' turnaround

Photo: La Madeleine

February 20, 2026

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French-inspired bakery-cafe la Madeleine is entering 2026 with its strongest expansion pipeline in nearly a decade, following a year of operational restructuring and menu innovation under new leadership.

The Dallas-based brand reported Thursday that 2025 marked a pivotal shift in its "Ignite the Joy" strategic plan, resulting in positive sales and traffic trends. The progress comes during the first full year for CEO and President John Dillon, who took the helm with a mandate to simplify operations and modernize the 43-year-old brand.

"Over the past year, we've been very intentional about getting back to the heart of what makes la Madeleine special," Dillon said in a company press release. "We simplified the business, clarified what makes us distinctive and listened closely to our guests."

As part of the brand's evolution, la Madeleine has officially shifted its identity from "French" to "French-inspired." Executives said the change allows for greater flexibility in menu innovation across all dayparts while remaining rooted in the brand's heritage.

Operational and menu shifts

The brand's 2025 performance was bolstered by several key initiatives aimed at improving unit-level economics:

• Prototyping: The debut of a smaller-footprint cafe model designed to improve cash-on-cash returns.
• Value strategy: The launch of "Le Pick 3," a value-focused platform intended to increase guest frequency.
• Menu innovation: An expanded brunch platform and new core items, including Parisian Hot Chocolate and a "Refresher" beverage line.
• Off-premise investment: With roughly 50% of revenue now coming from to-go, delivery and catering, the company invested in digital ordering and enhanced packaging.

Looking ahead

The company signaled that 2026 will see the fastest pace of cafe openings since 2017. Growth will be concentrated in franchise development, non-traditional venues, such as airports and universities, and the continued rollout of the small-format prototype.

To kick off the year, la Madeleine returned to its roots by reinstating the complimentary bread and jam ritual, a move aimed at reinforcing brand loyalty. The company also introduced a "Sweet Bakery Board" to capitalize on the shareable dining trend.

Later this year, the brand plans to overhaul its coffee platform and implement technology upgrades for both staff and guests.

"Our focus is not growth for growth's sake," Dillon said. "It's about building a brand that performs consistently at the unit level, drives profits for our franchise partners and delivers an experience guests want to come back to."

Founded in 1983, la Madeleine, owned by Groupe Le Duff, operates nearly 90 corporate and franchise locations in the U.S. and two international cafes in India.