Le Pain Quotidien Criticizes Influencer Demanding $2,000 for Coffee Promotion

Upmarket bakery chain Le Pain Quotidien has publicly criticized an influencer who requested €2,000 (approximately $2,160 USD) to feature the brand in promotional content.

In a tongue-in-cheek response shared on social media, the company posted a video of its Global Chief Financial Officer, Frank Gysbrechts, 58, enjoying a coffee and a chocolate-covered profiterole at one of its Brussels locations. The accompanying text stated: 'An influencer wanted us to pay €2,000 to film themselves having our profiterole and coffee... so here's our Global CFO doing it for free.' The caption playfully added, 'Our CFO is all about PROFITerol.'

The post, shared on a Saturday, garnered significant positive attention from the bakery's customers. Many expressed their weariness with the influencer economy and praised Gysbrechts for the "authentic" and "great job" performance. Model Kelly Brook commented, 'I'm here for this authentic content!', while Carmen Montero Mundt, fiancée of F1 star George Russell and an influencer with one million followers, added, 'I support this post.'

However, the comments also sparked a debate about the value of creator work, with some arguing that all labor deserves compensation, and others discussing the challenges of the "influencer recession" and the effectiveness of "organic marketing."

This incident occurs against a backdrop of financial challenges for Le Pain Quotidien in the UK. In 2023, the bakery was forced to close nine of its UK branches, leaving only one location at St. Pancras International. The closures followed the company falling into administration. Previously, three years prior, eight London branches and one in Oxford had also closed after the company went into administration in the UK.

CEO Annick Van Overstraeten attributed the UK struggles partly to Brexit, citing it as a factor that made London a "very difficult market" due to decreased foot traffic, higher wage costs, and rigid rental agreements that consumed an unsustainable 30% of the budget.

Despite these setbacks, Le Pain Quotidien is reportedly exploring new franchise partnerships in the UK. The company's strategy emphasizes a greater focus on franchising, with local partners being key to navigating markets outside Belgium, particularly in cities, travel hubs, and hotels.

The viral video of Gysbrechts has been viewed over 4.5 million times on Instagram. Some social media users drew comparisons to a viral video of McDonald's CEO Chris Kempczinski, who was criticized for his awkward presentation of the company's Big Arch burger, with many deeming Gysbrechts's promotion more effective.