Paul to open second express outlet at Tottenham Court Road

French artisan bakery and pâtisserie, Paul, will open its second Express shop on Tottenham Court Road on 13 May, following on from the success of its Express St Pancras outlet which opened in May 2018.

Adjacent to Warren Street tube station, the new 58 sq. ft Express shop will focus on quick service and will offer a shorter breakfast and lunch range, with new hot grab and go options including porridge, savoury croissants, sausage rolls and soups.

The new opening comes after the chain announced it launched its first mobile payment and loyalty app, available exclusively to UK customers, from 20 May 2019.

The app, which is powered by digital payment, loyalty and marketing solution Yoyo, is free to download from the Apple App Store and Google Play and will replace Paul’s loyalty card ‘La Carte Noire’, allowing customers to collect reward points and receive tailored offers through their phones.

Through the mobile payment feature, Paul will be able to capture fully anonymised customer data including the types of products they buy, as well as the timing and frequency of their visits, in order to generate personalised rewards and in-store experiences.

Gary Cowells, operations director of Paul UK, said: “We are thrilled to be opening our second Paul Express shop. We are excited about the scalability of this concept, and are looking at further opportunities to roll out this model.”

Of the mobile payment and loyalty app, Maxime Holder, managing director and chairman of Paul, added: “Launching a mobile payment and loyalty app is a first for Paul UK and an instrumental tool for building on overall customer experience across our 37 UK shops.

“It allows us to take our existing rewards card, La Carte Noire, into the digital age with Yoyo; making in-store payment fast and easy; whilst recognising personal purchasing behaviour, so that we can tailor our rewards accordingly.”