The introduction and development of the French bakery and café chain PAUL Georgia represents one of the most notable success stories in the food and beverage (F&B) sector. It combines franchise experience, international standards, and the shaping of a local market culture.
For Zaza (Gela) Mikadze, Chairman of PAUL Georgia, the story of bringing the French bakery and café brand to Georgia began long before the first outlet opened its doors.
He recalls first encountering the concept during visits to Europe in the 1990s.
“PAUL was founded at the end of the 19th century… I first saw this concept in Paris in the 1990s and immediately liked it.”
Frequent visits to PAUL cafés and his own experience as a customer eventually inspired him to consider introducing a similar concept to the Georgian market.
PAUL was not Mikadze’s first venture in the food and beverage sector. Before launching the French brand, he had already gained experience through projects such as Khachapuri Hut and the Moka & More café chain.
“Before this, we had ‘Khachapuri Hut’ and the ‘Moka & More’ chain… this was our third project in the F&B sector.”
Mikadze says that experience played an important role in facilitating the introduction of an international brand to Georgia, and the franchising process itself proved relatively straightforward.
“It wasn’t difficult. A very good, friendly relationship was established with the leadership. Trust was the key factor.”
That relationship helped accelerate negotiations, although completing all procedural stages still required time.
“It took about two years until the first opening. It was 2016,” Mikadze tells us.
Since then, the company has followed a clearly defined long-term development strategy. Expansion remains a central priority, with plans for continued growth in both Tbilisi and the regions.
“We always work according to a plan. Four more locations will be opened within three years. By 2029, we’ll be represented with 13 chains.”
According to Mikadze, future development will also focus on western Georgia.
A key element of PAUL’s business model is its broad market appeal. Rather than targeting a specific demographic group, the brand seeks to attract customers of all ages.
“Everyone comes: schoolchildren, students, elderly people. We don’t have a restricted target segment.”
In his view, this universal appeal has been one of the main drivers of the brand’s success.
Maintaining quality remains another fundamental principle. Mikadze notes that strict standards are applied throughout the operation, with many products sourced directly from France.
“The majority of our products are imported from France. It’s the same flour here as that used in Paris, for example.”
He emphasizes that the company does not compromise on quality: “We cannot purchase low-quality products: everything must be of the highest standard.”
Despite growing competition in the market, PAUL has maintained a strong position by consistently focusing on product quality and customer experience.
“Customers know that when they come to ‘PAUL,’ they will receive the highest quality.”
At the same time, he notes that the brand’s pricing remains competitive and, in some cases, more affordable than that of its competitors.
Operating a business built around premium quality requires substantial investment and advanced technical standards.
“This is not superficial. All facilities are equipped at the highest level.”
Today, the network includes nine outlets and continues to expand both within Georgia and internationally.
Beyond its commercial success, Mikadze believes the brand has influenced local consumer habits and contributed to changes in everyday food culture.
“PAUL has created its own niche: the breakfast culture, the croissant culture.”
According to him, breakfast and light morning meals have increasingly become part of daily life in Georgia.
The development of PAUL in Georgia illustrates how the successful management of an international franchise can create more than a profitable business. It can also help shape new consumer trends and contribute to broader changes in lifestyle and dining culture. Today, the company represents a stable and growing business model built on quality, brand identity, and customer experience.
