In the windows, the last Christmas logs sit next to the first king cakes. From this Monday, January 6, the latter will take over entirely for Epiphany. “The logs have helped build customer loyalty so that they come back for the cakes,” analyzes Guillaume Grenier, manager of the Gllm Guillaume bakeries. In its two Bordeaux establishments, rue du Palais-Gallien and rue des Bahutiers, the sale of the galette – brioche or frangipane – began on December 26, earlier than in previous years. “Customers are asking for it, they are more and more in a hurry. On the other hand, in supermarkets, the pancakes have been on the shelves since September. »
The coming period, which generally ends at the end of January or beginning of February, promises to be particularly intense. “It’s the busiest time of the year. It forces us to organize ourselves differently,” explains Louis Lamour, head of two bakeries in Bordeaux. And faced with the rise in the price of raw materials, artisan bakers have had to adjust their prices.
Price increase
Last year, Gllm Guillaume's pancakes had already increased, and this year, those of Louis Lamour are up by 1 euro. The Laurent Lachenal bakeries have been increasing their prices for three years: 50 cents more for a cake for four people and up to 1 euro for a cake for eight people. “Everything has increased in France, products now cost almost 20% more than elsewhere in Europe. It is essential to sell the cakes well to ensure good cash flow at the end of January,” analyzes Eudes Leynaud, brand director.
The turnover of the bakeries of Guillaume Grenier, Gllm Guillaume, represents, on Epiphany, around 20% more than during the rest of the year.
Laurent Theillet / SO
Tradition
The price increase has not deterred customers, and each year, sales explode. The Laurent Lachenal bakeries recorded an annual increase of 3% to 10%, selling between 15,000 and 20,000 pancakes in their two stores in Bordeaux and Pessac. For the Gllm Guillaume bakeries, turnover in January represents around 20% more than during the rest of the year, with between 2,500 and 3,000 cakes sold. “Every year, we run out of them,” says Louis Lamour, who sold more than 1,000 pancakes in 2023 and ordered 1,300 beans for 2024.
“The galette is delicious, comforting and festive at the same time. We share it, we draw the kings… It’s fun”
He explains this success as follows: “The galette is delicious, comforting and festive at the same time. We share it, we draw kings… It's fun. » And it is also a tradition that is kept. “The people of Bordeaux are very attached to it, believers or not. The pancake has become part of the habits and customs of each household,” analyzes Eudes Leynaud.
