Bonne Journée

The Bonne Journée bakery brand is a well established market leader in France, with a reputation for offering quality products at a reasonable price. It can be found at over 50 stations across the Parisian metro network as well as in a number of railway stations and motorways in Belgium. Flagship metro station stores include outlets at Chatelet and Gare de Lyon, which opened in 2010.

Bonne Journée offers quick and convenient choices for commuters and travellers at all times of the day. At breakfast, customers can choose from a wide selection of pastries such as croissants and pain au chocolat. At lunch-time, there’s a full range of sandwiches and salads, quiches and paninis, prepared by staff on-site in the store. A key feature of the brand is the colourful display which allows customers to view the wide range and freshness of the products before purchasing.

An extensive selection of breads are available to take home, including ‘Emportez la Baguette Bonne Journée’ which was specially created for the brand. Food items account for 60% of sales, but the brand also offers a range of hot and cold drinks, and at each store a fully trained barista is on duty to serve high quality coffees.

The simple, urban design, featuring greys, reds and cinnamons, is instantly recognisable.
During the late afternoon, staff uniforms, signage and products are changed, and bright day-time lighting is replaced with softer orange hues to create a more restful evening atmosphere as Bonne Journée becomes Bonne Soirée.

Bonne Journée serves 10 million customers, and sells 8 million pastries and 1.6 million coffees every year across 70 stores. The brand’s core audience is split evenly between men and women aged 18 to 44, with 23% being regular customers.

Originally launched in 1989, the Bonne Journée brand was acquired by SSP in 2003 and re-branded in partnership with ‘Promométro’ in 2005. A year later the French Institute of Design awarded Bonne Journée the ‘Janus du Commerce’ and the ‘Icona d’or’ for its new conceptualisation in 2006.