Primary data: interviews
To have a first overview of the brand’s perception through the eyes of consumers, I interviewed ten customers at La Pâtisserie Cyril Lignac in two different shop points (Sèvres and Chaillot), following the below guide:
- Which words do you associate with La Pâtisserie Cyril Lignac?
- Why do you choose this brand? Why did you buy your purchase right now? Why have you decided to purchase here? For what occasion?
- How did you know about the brand?
- Do you consider this brand as affordable? Is the price fair for the quality?
- For you, is it part of your routine or rather a special experience?
All the interviewees were either adults or elderly people (no students). Let’s analyze the results for valuable insights about the Chef’s Delights brand.
La Pâtisserie Cyril Lignac : wordcloud
Here are the three words coming the most from people’s mouths: French, Celebration, and Elegant. Without a doubt, La Pâtisserie Cyril Lignac offers products that are rooted in French bakery traditions, that are seen more as special delights or gifts rather than integrated into the day-to-day routine, and with a superb touch of elegance.
Why La Pâtisserie Cyril Lignac?
- While some buy cakes just for the experience, a lot of customers were already sure of their choice, whether it is for brunches, birthdays, dinner parties, office events, or global celebrations.
- Customers are searching for French tasteful flavors and high-quality pastries.
- Some talked about how the chef’s and brand’s reputation made them come here.
- Some evoked the aesthetic and emotional appeal of the brand, with one talking about the elegance of the packaging, which is perfect for gifts.
Brand discovery
- Most of the customers heard of the brand either on social media (via the Chef’s page or influencers), through lifestyle blogs and magazines.
- Some of them heard friends, colleagues or family talking about it (word of mouth).
- Some of them discovered the brand via food events.
- One found directly via online search (SEO/SEA), while searching for the best pastries in Paris.
- One saw the brand on cooking shows on TV.
Price-quality ratio
“Yes it’s expensive… but the quality is totally worth it!”
10 customers of La Pâtisserie Cyril Lignac
- Everyone found the products not affordable, pricey, not cheap, on the high-end.
- But everyone thought the quality, among other features such as presentation or taste, is justifying the high price!
Surprisingly, people didn’t find the price-quality ratio was bad. Consumers see the brand’s products as some kind of luxury treat, whether for themselves or others.
Purchase frequency
We have a perfect mix of people who go to La Pâtisserie both to treat themselves regularly and to offer on occasions and people who go there only for special treats or gifts, with occasional experience.
Secondary data: Brandwatch
For a more thorough analysis of the overall brand perception, let’s check what users are saying about it on the web via the Brandwatch search.
- Brandwatch found 1,980 mentions by users on the web between October 2022 and November 2023, which is not a lot.
- The top sites mentioning the brand are social media such as Twitter and Facebook, French culinary blogs, and French lifestyle web magazines.
- On the web, La Pâtisserie is linked to the chef’s popularity on TV shows.
- The top hashtags are very close to what the brand is trying to convey.
- France shows obviously as the first user demographic (1,260), followed by the USA (120).
Convinced?
Chef Cyril Lignac benefits from huge popularity in France and cuisine addicts, thus elegantly balancing his charming aura with his savoir-faire to give La Pâtisserie a reason to be. So what are you waiting for to try his original pastries?
