Throughout the month of November, Maxime Lefebvre, the founder of Mamatte, decided to let his customers decide how much they want to pay for a baguette across his stores in Amiens, Lille and Longueau.
This initiative to combat inflation and consumers’ decreasing purchasing power aims to help customers continue to afford this essential food staple. It meant that for a month, Lefebvre decided to reduce his margins despite the increasing prices for raw materials and energy over the past year.
Until 30 November, the baguettes had a minimum price set at 60 euro cents, with customers encouraged to donate more if they wished. Just days after the launch of the initiative, participating stores have observed that a majority of customers are donating more than one euro, with only 20 to 25% paying only the minimum price. This goes to show that despite the economic turbulence, consumers still acknowledge and value the craft and work behind each product and are willing to pay what they can afford.
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