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TheStreet Open House

Mimi's® Unveils New "French Revolution" Brand Reimage Program

IRVINE, Calif., Oct. 15, 2012 /PRNewswire/ --  Mimi's Cafe®, a favorite French-inspired neighborhood bistro, announced today the launch of its "French Revolution" brand reimage program, featuring a revolutionary new store-within-a-store restaurant concept designed to provide more unique and relevant dining experiences for guests. Debuting at Mimi's Valencia, Calif. location, the concept consists of a new French bakery, gourmet coffees, new menu, carryout section, grab-and-go display, full-service bar and six different French-inspired themed dining areas. The Valencia restaurant is the first of a three restaurant test program. To reflect the expanded offerings, Mimi's Cafe is changing its name for this test to Mimi's Bakery, Cafe & Bistro .

(Photo: http://photos.prnewswire.com/prnh/20121015/LA92697-a)

(Logo: http://photos.prnewswire.com/prnh/20121015/LA92697LOGO-b)

(Photo: http://photos.prnewswire.com/prnh/20121015/LA92697-c)

(Photo: http://photos.prnewswire.com/prnh/20121015/LA92697-d)

(Photo: http://photos.prnewswire.com/prnh/20121015/LA92697-e)

(Photo: http://photos.prnewswire.com/prnh/20121015/LA92697-f)

(Photo: http://photos.prnewswire.com/prnh/20121015/LA92697-g)

"With Mimi's new 'French Revolution' brand reimage program, we are essentially going back to our French-inspired roots while offering more relevant ways for our guests to experience what they love about Mimi's and meet their changing dining needs," said Mark Mears, President and Chief Concept Officer. "Mimi's new store-within-a-store business model is the first of its kind within the casual dining category."

"Bakery/Cafe is the fastest growing restaurant segment in the industry as today's guests are looking for a combination of high quality food, convenience and value within a unique and memorable dining experience," said Dennis Lombardi, Executive Vice President of Foodservice Strategies at WD Partners, a leading multi-unit restaurant design and development company that consulted on the project. "Given its French-inspired heritage and the long standing popularity of its signature Mimi's muffins, Mimi's is well-positioned to capitalize on this trend with expanded bakery, cafe and bistro offerings."

French Bakery and Gourmet Coffees

The new French bakery and gourmet coffee offerings welcome guests with the aromas, sights and sounds of a classic Parisian bakery. Bakers will offer a wide array of bakery items such as chocolate, almond and all-butter croissants, French macarons, sweet and savory tarts, artisan breads, including French baguettes, batards, boules and fougasse, as well as Mimi's famous muffins. Baristas will serve new gourmet coffees including a bold French Roast blend as well as specialty coffee drinks including mochas, lattes, cappuccinos, flavored coffees and more.

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