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la Madeleine to launch expansion in Houston
Company sharpens growth strategy
DALLAS, 4/2/2004
– la Madeleine Bakery, Café & Bistro announced today that it will open two locations in Houston as part of the company's new strategic plan for growth. One new café will open in September at Hwy. 290 and FM 1960 in Crossroads Shopping Center in northwest Houston. Another will open in November in Woodlands Town Center in The Woodlands development north of Houston. The openings will bring the total number of la Madeleine locations in the Houston area to 14. "Houston is already an important market for la Madeleine, and we are pleased to launch our growth plans there," said Wallace B. "Wally" Doolin, CEO of the company. "At the Crossroads location, we’ll be able to serve guests who live and work in the rapidly growing northwest Houston area. And we were delighted to find from an independent survey that la Madeleine was the most requested restaurant in The Woodlands." According to Doolin, la Madeleine has devoted the last few years to enhancing the guest experience in its locations, and now is ready to move forward and open new locations in key large markets where it already has a critical mass. The Houston locations are the company’s first openings since 1999. In line with its growth plans, the company has also introduced a new tagline – la Madeleine Bakery, Café & Bistro, to emphasize dinner menu additions aimed at heartier appetites. Dinner menu additions include heartier bistro-style entrées, including Herb-Crusted Pork Tenderloin and Beef Tenders en Merlot. The menu still carries signature items such as Caesar Salade, Tomato Basil Soupe and Rosemary Rotisserie Chicken. The breakfast menu also features custom omelettes, quiche and pastries, while the lunch and dinner menu includes signature dishes, plus sandwiches, soups, salads and crepes, as well as breads and pastries. Selected wines and specialty coffees are also available. la Madeleine Bakery, Café & Bistro, which features authentic French country cuisine adapted to American tastes, currently operates 62 locations employing 2,300 in nine markets. The company was founded in Dallas 21 years ago as a bakery and evolved into a neighborhood café and bistro.
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