Etienne: artisanal roasting and innovation at the service of French know-how

With Etienne Coffee & Shop, Cédric Chazelle and Vincent Rieutort are banking on noble artisanal products and quality service.

While the price of coffee is reaching historic highs, Midi Libre is putting the spotlight on local roasters. Focus on Etienne Coffee  & Shop, the only French coffee shop brand with its own roasting workshop.

Etienne Coffee & Shop, founded in 2007 by the purchase of a coffee roaster in Avignon founded in 1907, draws on centuries-old artisanal know-how and the innovative vision of its founders from Agde, Cédric Chazelle and Vincent Rieutort. “We come from the mass distribution sector and we wanted to give meaning to our work”, they explain. While retaining the very essence of the roasting profession, in 2014 they created a hybrid concept of franchised coffee shops, focused on the cult of tasting and epicureanism and offering quality roasted coffee as well as exclusive teas and chocolates. Today, Etienne Coffee & Shop has twenty-seven stores in France as well as an online sales store.

Total control of the raw material

In a coffee market under pressure, between the climate crisis and economic tensions, the brand stands out for its complete control of the production chain. Each bean is roasted and packaged in the roasting plant located in Bessan before being shipped each week to the network's stores. “Coffee is a noble material that we work with with the same care as a wine or a truffle. Quality remains our priority, even in difficult times.”Thanks to relationships of trust established since their beginnings with their suppliers, the company guarantees the traceability, freshness and availability of its products. Its hybrid concept – combining coffee shops and tea sales – also helps balance the business and maintain affordable prices, “even when margins on coffee are tightening.”

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Ecology, innovation and development

“Since 2019, Etienne has been certified as a processor and preparer of products from organic farming thanks to Ecocert certification.” This choice is part of a global eco-responsible approach: FSC or PEFC certified paper bags, sugar cane fiber straws, cane pulp lids and 100% recyclable bags. And to reinforce this commitment, the brand is also certified organic on part of its range.
Established since the end of 2023 in Bessan, the SME is preparing to accelerate its growth: in early 2025, two new stores will open their doors “and others are coming!”. The two founders are also banking on product innovation with new house blends and exceptional coffees. “Our special blends, such as the Christmas blend, are a hit with our customers” – exclusive creations that help to strengthen the brand's identity and attract customers looking for authentic flavors.

A few key figures

Network: 27 stores and 220 employees.
Annual production: 150 tons of coffee and 12 tons of tea and infusions.
Products: 15 coffee origins and 140 varieties of teas and infusions.
Network turnover 2023: 16 million euros.
Etienne Coffee & Shop : 6 Mail de la Méditerranée in Bessan – www.etienne-coffeeshop.com

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