Customer service and affordable quality as a role model for companies? More successful than McDonald's


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It is midday when we enter the boulangerie à Chacun son pain in Baie-Saint-Paul, Canada: People queue up to the door. In the McDonalds next door, yawning emptiness. Quality as a recipe for success against fast food with a role model for Company?

Customer service and affordable quality as a role model for companies? More successful than McDonald's Baie-Saint-Paul-Quebec-Boulangerie009


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A bill that works

A calculation that seems to work for the owners Jean-Christophe Lamontagne and Amick Roy. They have only been running the boulangerie for a good two years.

Jean-Christophe is originally from Quebec City. He then went to Montreal to study and then worked for Rolls Roys for a year. There he met his wife Amick, who has been working for the car manufacturer for 8 years.

One year of Rolls Royce was enough

"One year of Rolls Royce was enough," says Jean-Christophe firmly. Therefore, the two quit their secure job and traveled through South America for two years. Back in Canada, the two of them no longer wanted to live in the city and chose the Charlevoix region. “A lot was happening right now,” explains Jean-Christophe the decision.

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First, the two opened a youth hostel in an old rectory. “We made it into the Lonley Planet travel guide,” says Jean-Christophe proudly. But the earnings were enough to live, but not to travel and to give the son a good education in Quebec.

The recipe for success: hard work and low prices

Therefore, the two also opened a bakery. The secret of success sounds simple: hard work and low prices: a salad with soup and bread costs 5,25 Canadian dollars - and is therefore cheaper than a McDonalds menu next door - and significantly healthier.

"Our goal is to offer good quality at low prices," explains Jean-Christophe. And his calculation is simple: “If the prices are too high, customers go somewhere else.”

Customer service and affordable quality as a role model for companies? More successful than McDonald's customer service and inexpensive quality as a role model for companies? More successful than McDonald's

Quality versus fast food

But how do the two manage to keep such low prices and even outdo McDonald's next door?

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Above all through cheap ingredients: “Flour is very inexpensive, the raw costs for a baguette are just 25 cents. We also often use regional products, ”reports Jean Christophe.

Customer service and affordable quality as a role model for companies? More successful than McDonald's customer service and inexpensive quality as a role model for companies? More successful than McDonald's

Customer service and affordable quality as a role model for companies? More successful than McDonald's customer service and inexpensive quality as a role model for companies? More successful than McDonald's

Fixed cooperation with surrounding hotels

In addition to the bakery, the two also supply some surrounding hotels and have fixed cooperation agreements. Jean-Christophe wants to expand this line of business even further, but not every cook is interested in good bread and healthy food:

“The younger chefs in particular are very concerned about the health aspect. Older chefs, on the other hand, often prefer traditional cuisine. There is still a lot of convincing to do. ”

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Customer service and affordable quality as a role model for companies? More successful than McDonald's customer service and inexpensive quality as a role model for companies? More successful than McDonald's

Organic recipe for success & good service

Jean-Christophe Lamontagne and Amick Roy's recipe for success is simply excellent service and high organic quality. Organic is one of the trends that futurologists have been predicting for a long time. And at least in the big cities, where there is an organic shop on almost every corner, this is also noticeable.

Customer service and quality are not to be taken for granted - and that also makes it clear what goes wrong next door at McDonalds: in most of the larger ones Company The important customer service in call centers was outsourced: Most of the time, there are people who have precise instructions on how to react in this or that case, but no decision-making powers.

Customer service and affordable quality as a role model for companies? More successful than McDonald's customer service and inexpensive quality as a role model for companies? More successful than McDonald's

Large companies: The customer as a water heater

Ideally, good customer service works in such a way that, as in any small shop, the customer immediately comes together with the right conversation partner and his request is dealt with quickly. However, ideal cases are rare. It would be better if the customer were immediately forwarded to the right place.

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Because the customer's concern deviates only slightly from the given situations, because the memorized phrases no longer work, then the customer remains unsatisfied - or he becomes a continuous-flow heater. This means nothing other than that the customer is passed on from Pontius to Pilatus within customer service: from service to technical support, to department manager, to business hotline, finally to managing director and so on. And every time the customer is a little bit more dissatisfied and the situation escalates a little more - just a water heater.

Customer service and affordable quality as a role model for companies? More successful than McDonald's customer service and inexpensive quality as a role model for companies? More successful than McDonald's

Load organic in fast food?

The same is true for quality: My Canadian friend Molly, who suffers from a few food intolerances and also likes to give raw food cake seminars, wanted to find out: What is it like when you are looking for organic products where you actually want them? not suspected, for example in the fast food shop or at the snack bar?

Incidentally, it is not that far-fetched, after all, the big fast food chains or discounters like Aldi have long since jumped on the bandwagon and advertise with lots of organic products. In the kebab shop, Molly asked about organic products, fat and gluten free. The result is sobering: in the kebab shop you can only eat salad with ecological standards - ideally from and with your hands. However, the seller, who patiently answers all questions, is an excellent example of good customer service: Always patient and friendly, although somewhat helpless in the end.


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This is how good service works!

Dear people, there should be more to it: a shop for organic doner kebabs with gluten-free bread and without plastic dishes and cutlery. With a nice, patient seller who advises the guests on all ingredients - so that they don't have to eat salad out of their hands in the end!

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Just like Jean-Christophe Lamontagne and Amick Roy, who are an excellent example of good customer service and high quality.

Customer service and affordable quality as a role model for companies? More successful than McDonald's customer service and inexpensive quality as a role model for companies? More successful than McDonald's

Customer service and affordable quality as a role model for companies? More successful than McDonald's customer service and inexpensive quality as a role model for companies? More successful than McDonald's


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  1. Ramona Lech

    Exciting story of how you can be successful even with a small business.

  2. Harald

    I would just advise anyone: Make yourself independent, do your own thing. I've twice given up my self-employment and could bite for that in the A ... for it.

  3. Marie

    The idea is really very sensible and will probably be successful in the future as the younger chefs are increasingly interested in healthy eating. It is very good that predominantly regional products are used and thus money is saved again and this benefits the customer.
    I wish you continued success.

    • Simone Janson

      Thanks for the comment!

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