29-05-2024
MEETING WITH NICOLAS BERNADI, CEO OF LA BOULANGERIE DE SAN FRANCISCO AND SHAW BAKERS
by French Tech SF
Nicolas Bernadi, who arrived in the Bay Area in 2004 with a strong entrepreneurial mindset and a passion for French food, takes us to his journey to becoming CEO of La Boulangerie de San Francisco and Shaw Bakers. Let’s discover his success story together.
“Building a successful business requires dedication, perseverance, and genuine care for your employees and customers.”
French Tech SF: Can you share a bit about your background in the U.S. and your journey here?
Nicolas Bernadi: I arrived in the U.S. in 2004 intending to learn business from Americans. I attended the Stanford Graduate School of Business and initially planned to stay for just a couple of years, but I ended up staying longer. I originally came from Normandy in France: there, I knew a company that was a major supplier for Picard (Frial). Seeing the potential for more quality food in the U.S., I approached them about starting operations here. This led me to establish their subsidiary in 2006. My journey into the food industry continued from there, eventually leading me to become CEO of La Boulangerie de San Francisco and Shaw Bakers.
FTSF: It's impressive how you transitioned into the food industry. Did you have any background in bakery before this?
NB: No, I come from an engineering background. I graduated from Ecole Polytechnique in France and then worked in consulting at Kearney in France and South Africa before moving to the US to complete an MBA at Stanford GSB. Bakery was not something I had experience in, but I had a passion for French food, and a strong drive for consumer products, and I saw an opportunity to improve the quality of food at scale in the U.S.
FTSF: La Boulangerie de San Francisco has been around the Bay Area since 1995. How has it evolved over the years, and what core values have remained important to you?
NB: At its core, La Boulangerie has always aimed at bringing a taste of France to local neighborhoods, emphasizing craft, affordability, and generosity. It started as a wholesale bakery in the late 90s, then it grew a retail presence, counting up to 25 cafes in 2012. The company was acquired by Starbucks in 2012 and we became in charge of the food for the 15,000 North American Stores. After 3 years of exciting times bringing delicious food to the masses (and doubling Starbucks food sales from $1.5Bn to $3Bn), we bought the bakery back from Starbucks. We now operate 4 cafes and 2 large commercial bakeries in the Bay Area. Throughout our journey, our values and commitments have remained the same: delicious and generous food, quality ingredients, traditional techniques, and warmth.
FTSF: Your approach to product innovation, such as combining French techniques with American staples, is intriguing. How do you balance traditional techniques with new concepts?
NB: Our philosophy is centered around crafting delicious products that resonate with American consumers while leveraging French techniques. For example, we might take an American staple dish like a hot dog and wrap it in croissant dough to create something unique. By blending the best of both worlds, we aim to offer innovative products that appeal to a wide audience. Additionally, there's a growing trend that drives our focus toward high-quality products that also provide convenience. Consumers are increasingly willing to invest in products that taste great and align with their values, which is why our focus remains on continuous innovation.
FTSF: Your recent expansion into a new centralized bakery is impressive. Can you tell us more about this facility and your future objectives for the company?
NB: The new 100,000-square-foot production facility that opened in San Leandro in September 2023 allows us to scale our production while maintaining our commitment to quality. We aim to become one of the largest artisan bakery brands in the U.S., leveraging our unique blend of French-inspired products and innovative offerings to expand geographically and across product categories.
FTSF: Thank you for sharing your insights and vision for La Boulangerie. Do you have any advice for aspiring entrepreneurs in the U.S.?
NB: My advice is to pursue your passion, spot the opportunity, and believe in your project wholeheartedly. Building a successful business requires dedication, perseverance, and genuine care for your employees and customers. Stay true to your values and never lose sight of your passion, even when faced with challenges. Only this way, you will be able to succeed.
Find out more about Nicolas Bernadi’s journey in the video interview: Link to the Video
La Boulangerie de San Francisco Website: https://www.laboulangeriesf.com/
Exciting job opportunities: https://www.laboulangeriesf.com/join-our-team
By EDHEC GETT Students: Thank you to Astelle Daquo, Ines Jackson-Gonzalez, Eléonore Bourreille, Eva Qu, and Sibylle Thiebaut, as part of their Master in Management program at Berkeley.
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