Target Information

Nouvelle Garde, founded in 2019 by Charles Perez and Victor Dubillot, is redefining traditional brasserie standards by merging stylish, trendy venues with a straightforward yet delicious culinary offering that highlights quality French terroir products at fair prices. The company's innovative approach caters to evolving consumer preferences, emphasizing quality seasonal cuisine, locally sourced ingredients, and in-house prepared dishes served in unforgettable experiential locations, all supported by an engaged community and active social media presence.

Since its inception, Nouvelle Garde has made significant strides in the restaurant industry, launching Brasserie Bellanger in 2019 and subsequently undertaking a successful fundraising round with FrenchFood Capital to further develop the brand. Despite the challenging sanitary landscape, the company has quickly expanded, with the successful opening of Brasserie Dubillot in July 2021 and a third restaurant slated for June 2022.

Industry Overview

The restaurant industry in France has been undergoing notable transformations, particularly as consumers seek out modern dining experiences that fuse traditional recipes with contemporary dining atmospheres. As people continue to embrace the concept of 'experiential dining', restaurants like Nouvelle Garde symbolize a shift towards spaces where quality and ambiance coexist, encouraging social interaction and engagement.

Moreover, the rise of health-conscious consumerism has led to a greater emphasis on food sourcing and transparency. Customers now favor establishments that prioritize local produce and seasonal ingredients, viewing these practices as indicators of quality and sustainability. Nouvelle Garde’s model aligns with these trends, championing local artisans while delivering an accessible gourmet experience.

Additionally, the post-pandemic recovery phase has fueled changes in the restaurant landscape, prompting operators to rethink menus and service models. Novel approaches that enhance customer experience while ensuring safety and comfort are now paramount. This context allows brands that can innovate and adapt—like Nouvelle Garde—to flourish.

The French market is also characterized by a rich culinary tradition paired with a high level of competition. Emerging brands that effectively balance innovation with the classic elements of French cuisine can position themselves for long-term success. Nouvelle Garde’s rise reflects its capability to connect with modern consumers while respecting culinary heritage.

Rationale Behind the Deal

FrenchFood Capital’s recent investment of €10 million, alongside Experienced Capital Partners, underscores confidence in Nouvelle Garde’s business model and growth strategy. The investment will enable the company to accelerate its expansion efforts throughout France and initiate its international presence, capitalizing on the momentum generated by its recent successes.

This partnership also represents a strategic alignment within the investment firm's portfolio, positioning Nouvelle Garde at the center of their investment strategy focused on premium direct-to-consumer brands that enhance dining value. The continual reinvestment by FrenchFood Capital illustrates their commitment to supporting businesses that resonate with evolving consumer trends.

Investor Information

FrenchFood Capital is a growth capital fund dedicated to investing in food-related businesses that emphasize quality and sustainability. With a fund size of €132 million, it strategically targets small to medium enterprises that create value in the food sector, deploying investment amounts ranging from €5 to €15 million, with additional opportunities for co-investment up to €40 million.

Experienced Capital Partners specializes in premium brands with a direct-to-consumer focus, recognizing the potential for high returns in markets where consumer preferences are shifting towards quality-centric offerings. Their collaborative approach to investing further strengthens Nouvelle Garde’s market positioning.

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The investment in Nouvelle Garde by FrenchFood Capital and Experienced Capital Partners represents a sound opportunity grounded in a robust business model that targets emerging dining trends within a stable market. The combination of quality dining, local sourcing, and modern presentation positions the brand effectively before a shifting consumer base.

The restaurant industry in France continues to adapt, and entities like Nouvelle Garde that merge traditional culinary excellence with contemporary consumer expectations are likely to thrive. The rapid success of existing establishments and the anticipated rollout of additional venues are indicative of an upward trajectory that merits investor confidence.

Moreover, the strategic focus on expanding both nationally and internationally enables Nouvelle Garde not just to grow its footprint but also to cultivate the brand into a recognized leader in French lifestyle gastronomy. This move could galvanize further market interest and sustainability.

In conclusion, the backing from key investors like FrenchFood Capital and ECP positions Nouvelle Garde for enduring growth, substantiating the belief that this investment could yield strong returns as the brand continues to resonate within the evolving culinary landscape.

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