Pascal Dupuy established his first patisserie almost 30 years ago, in the summer of 1995. He then moved into the listed premises at Tollbugata 11 in Oslo. After a fire, the original patisserie in Tollbugata was rebuilt in 1870. Here, history is literally written on the walls. In today’s shop, you can admire old venerable woodwork, glass ceilings and a timeless mural by Åsmund Stray.
Establishing itself in the largest cities in Norway
Pascal is now on the threshold of expanding and establishing itself in central locations around Oslo and in the largest cities in Norway. Pascal has previously successfully established pop-up outlets in Bergen, Stavanger and Trondheim. And, is now looking at the possibility of more permanent outlets. Pascal has been joined by the investment company Increment Capital, which acquired 60% of the pastry chain in early 2023.
Pascal is an amazing brand. What's incredible is the awareness he's managed to build up over the 28 years he's been at it.
Deeper customer insight
In connection with the planned expansions, it was critical for Pascal to gain deeper customer and consumer insights. Pascal contacted Innsikteriet to facilitate this part of the process. Key issues that Innsikteriet highlighted in its survey were: How do customers perceive the confectionery market? What image do both existing and potential customers have of Pascal today? What are the most important and key drivers? What are the areas for improvement? What areas of opportunity exist?
The insight conducted:
Extended focus groups with both existing and potential customers.
Individual homework assignments focusing on the more emotional brand values.
Physical visits to Pascal’s patisseries focusing on customer experience, exteriors, interiors and displays.
The insights are incredibly good, with skilled moderators who make sure you get the numbers right and that you get a deeper customer insight than if you just run an Omnibus.