Rumors of the removal of the morning menu “Egg McMuffin” from McDonald’s restaurants had been circulating since last winter. By announcing an investment of 10 million euros for the creation of a new bread production line ” English Muffins ”, in Aix-en-Provence (Bouches-du-Rhône), the historic baker of the American fast-food giant, Bimbo QSR (Quick service restaurant), reassured his aficionados.
“We would never have been able to make this investment without the support and impetus of McDonald’s France, which guarantees us a long-term outlet. This investment is the result of the commitment of an entire industry, farmers, millers, bakers and restaurants of the brand. It is this relationship of trust that makes it possible to invest and innovate in the long term, ”explains Christophe Blaise, CEO of the company.
Relocation This recipe was previously made in Great Britain and Germany. In Aix-en-Provence, where 25 new positions will be created by 2023, up to 60 millions of these breads will be produced each year for McDonald’s and customers across the company in France, such as Buffalo Grill, Charal or the Carrefour hypermarkets.
With this relocation, Bimbo QSR will also increase its participation in the sector wheat tricolor. Since 2010, the company supplies its three production sites – in Aix-en-Provence, Fleury-Mérogis and Plessis-Pâté, in Essonne – exclusively with flour produced in France. And, this year, it switched 60% of its production for McDonald’s, that is 30. 000 tonnes, in Red Label flour. Some 700 million rolls will be made each year with this wheat, or approximately 10% of high-end French production.
Bimbo France is the first division by volume of Mexican group, world leader in bakery . It supplies nearly 3 million buns to fast food restaurants every day. “We supply almost all the fast food brands, which places us in a leading position with more than 37% of the market and we are developing our private label sales ”, explains Christophe Blaise. Established in France since 700, the company has invested 20 million euros in 2010 to create the Aix production site, then 37 millions last year in Essonne.