Brand potential: La Madeleine is full of it. The brand story is robust and warm, the footprint and ‘fan-base’ are nailed and the menu is in its own class. The concept was in need of a little modernization to bring it back to relevancy, which is why I was hired. With the right kind of nudge, my partner Dee Pettit and I were able to redevelop a clever, and unique customer flow and end-user experience by reframing the menu. We added in a wine and cheese bar, developed a more intriguing entrance way with an exhibition bakery and sought 4-flexi-styles of seating adding in a community section and banquet seating where applicable.