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Café D’Avignon’s First Retail Store Coming to NYC’s Moxy Hotel


By pairing its fresh-baked items with quality coffee, Café D’Avignon seeks to take on coffee chain competitors such as Starbucks.

New York bakery concept Café D’Avignon, which signed its first franchise deal in March, is taking its next expansion step with the announcement of its first retail storefront on the ground floor of the popular Moxy Hotel in New York City’s Garment District.

Set to open before the end of 2018, it’s the first non-food hall location for the concept that was conceived from wholesale bakery Pain D’Avignon. At 875 square feet, the new, larger store model will serve as the blueprint for future Café D’Avignon retail locations, as the brand seeks to open in high-traffic, mass-gathering areas in major markets nationwide.

The company says it plans to use the new retail model to take on international coffee chain competitors such as Starbucks while focusing on both high-quality coffee and fresh, scratch-made bakery goods.

“America is starving for the next big thing in the coffee and café segment because the current market is saturated with concepts that either offer good coffee and mediocre food options, or good food and mediocre coffee,” said Dan Rowe, CEO of Fransmart, a franchise sales consultancy that partners with young concepts to help them grow. “Café D’Avignon is part of the third-wave coffee movement, offering quality coffee and fresh-baked items that are unparalleled. The brand has seen great success in New York City’s most famous food halls, and, with the new retail model in tow, are positioned to take over in major markets nationwide.”

Café D’Avignon operates three locations in a few of New York City’s major food halls: The Plaza Food Hall, Dekalb Market Hall, and Essex Market. Earlier this year it signed a five-unit franchise agreement with Alex Nikitin and Maxim Dreev to open units in the greater Orlando, Florida area, the concept’s first outside New York. 

The café model’s predecessor, Pain D’Avignon, got its start in 1992 after friends Uliks Fehmiu, Bane Stamenkovic, Toma Stamenkovic, Vojin Vujosevic and Tole Zurovac emigrated from Yugoslavia and created a wholesale bakery to bring traditional European bread making to the U.S.’s East Coast.

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Tom KaiserTom Kaiser is senior editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at




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