Cultural Management

1. Le Pain Quotidien:
Cross-border Cultural Success
Michael Aldridge

2. Culture
What is Culture?
the ideas, customs, and social behaviour of a particular people or society:
Source: Oxford English Dictionary
Brand 2

3. Behaviour & Lifestyle
Culture is a society’s personality
1. The influence of culture on consumer behaviour
As the sum total of learned beliefs, values and customs.
2. Its influence on behaviour is usually taken for granted
Because it's the right thing to do, which dictates service.
3. Culture by comparison
Creating a transporting experience.
4. Cultural lens
What customers bring to the table.
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4. Hofstede Cultural Dimensions
Power Distance (PDI)
Individualism versus collectivism (IDV)
Masculinity versus femininity (MAS)
Uncertainty avoidance (UAI)
Long-term versus short-term orientation (LTO)
Indulgence versus Restraint (IVR)
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5. Belgium
Our Heritage Culture
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6. Belgium vs. France
The Francophone Culture
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7. Belgium vs. France vs. USA
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8. USA vs. UK
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9. USA vs. Japan vs. Russia
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10. Belgium vs. UAE vs. Australia
From Heritage to New Worlds
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11. Culture on Behaviour
How behaviour is formed from Culture
Personality
traits
Cognitive
beliefs
Attitude
Subjective Culture Behavioural Behaviour
intention
• Regional Practices
• Religion
• Ethnicity
• Linguistic
• National Values
• Professional
• Organisational
• Group Social Norms
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12. Focus Groups
Method
1. Conducted two focus groups categorized by:
• Brand aware, non-users: Target customer
• Brand unaware, non-user: Control group
2. Research was focused on a competitive set, not Le Pain Quotidien specific:
Findings
• Consumers are looking for honest, un-hyped communication and simple, gracious service
• “Local” and community connection are more important to these consumers than “organic,”
“efficient,” “European”
• Better, more connected customer service, simplified offers
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13. Learn Purple Employee Study
Pilot Audit A – Philadelphia – Mid-May
Pilot Audit B – London –July 13-15
• 16 staff in 3 stores (high-performing Great Marlborough, mid-performing
Wimbledon, low-performing Wardour)
• Same questions as Philadelphia, but as focus groups
Worldwide Employee Survey - Late Summer 2012
• Produce bespoke online survey combining learnings from Pilots
• Worldwide approx. 6000 employees in 6 languages
Final Product
• Present findings for cultural communications workshops in November
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14. Cross-border Cultural Supports
• communication guidelines to determine tone of
Brand Voice all written materials
• Concept Book / Press Review to provide an off-
Concept Book the-shelf, introduction to the Brand and
Company
• Corporate Responsibility Charter to establish
Corporate
standards regarding the environment,
Responsibility employees, and customers
Customer • Online customer research program
Surveys • Mystery shopper program
• Global and Local
Online • Integrate blog and customer forum
• Facebook / Twitter store manager
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15. Cookery Book
English + 9 Foreign Language Editions Simultaneously
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16. Customer Research
Frequency of Visits
100%
Regular
s
90%
80%
70%
60% >1 per week
50% 2-4 per month
40%
1 per month
Customers
30%
1st visit
20%
New
10%
0%
NY LA DC Philly World ME Turkey BE UK FR Spain NL MX
Average
Customer Satisfaction
100%
LA
NY
90%
DC
80% Philly
World Average
70%
60%
50%
Greeting Speed of Service Quality and Presentation & Value for money Cleanliness and
friendliness of quality of F&B organization
service
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17. Online Presence
Facebook
• All Facebook pages merged in March
• Administrators in each country target posts to their regions
• Facilitate discussions – cross global cultures
• Build talking points – on lifestyle issues across cultures
• Likes increased from 7,200 pre-merge to 18,528 post-merge
Twitter
• Regionally focused - example - US split in LA, PH, DC, NY
• Tweets deliver a message in a friendly culture specific and regional
tone of voice
• Build community by tagging related cultural lifestyle groups and
creating ambassadors in various regions
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18. Thank you
Brand 18