Brand Tone

Nostalgic & Traditional, Friendly & Welcoming, Value-Oriented, Celebratory & Festive, Proud of Heritage

Brand Values

• •Authenticity: A core promise is "a journey to France" with authentic French delicacies, using fine French ingredients like golden flour from Grands Moulins de Paris.
• •Quality: Commitment to freshness, with products "baked fresh daily," and use of "finest ingredients."
• •Pleasure & Making Every Day Delicious: The brand aims to provide "simple pleasures in life" and make "every day delicious."
• •Customer-Centricity: Implied through continuous promotions, loyalty programs ("Deli Friends Members"), and evolving product offerings to cater to local palates.
• •Tradition & Innovation: While respecting French culinary heritage, they also innovate with new products and Asian-inspired flavors.
• •Honesty & Transparency: Stated as a core value, particularly regarding their products and communication.
• •Inclusivity: Halal certification across all outlets makes their offerings accessible to a wider community in Singapore.

Best Practices

• •Embrace the Heritage: Consistently weave in references to Délifrance's French roots, long history in Singapore, and commitment to authentic recipes. Use terms like "classic," "heritage," "since 1985," "authentic French."
• •Speak Warmly and Inclusively: Adopt a friendly, approachable tone. Highlight the Halal certification to reassure and welcome all segments of the Singaporean community.
• •Focus on Sensory Details & Freshness: Use descriptive language that appeals to the senses when talking about food – "golden," "flaky," "buttery," "aromatic," "freshly baked daily."
• •Balance Value and Quality: While promoting deals and affordability, always tie it back to the quality of ingredients and the enjoyable experience, ensuring the brand isn't perceived solely as a discount option.
• •Engage with Nostalgia (but keep it current): Acknowledge the fond memories many customers have, while also showcasing current offerings and innovations to show the brand is evolving.

Social Perception

Nostalgic Favorite, Reliable & Convenient, Value for Money (during promotions), Mixed Views on Consistency & Price, Dated by Some, Strong Association with Croissants & Sandwiches

Copy Examples

• •Headline: Still Your Favourite Croissant, Still Baked with Love. Body: "Remember that first bite of a warm, flaky Délifrance croissant? For over 30 years, we've been baking those cherished memories right here in Singapore. Come revisit a classic taste of France, made fresh for you daily. #DelifranceSG #FrenchHeritage #AlwaysFresh"
• •Headline: Your Weekday Deserves a Délifrance Delight! Body: "Beat the weekday rush with a delicious escape! Our special lunch sets bring you authentic French flavours at a price that will make you smile. Perfect for a quick treat or a satisfying meal. Find your nearest Délifrance! #DelifranceDeals #ParisianCharm #EverydayDelicious"
• •Headline: Crafted with French Passion, Halal Certified for All. Body: "Indulge in the true taste of French baking, made with the finest ingredients and traditional know-how. From our signature baguettes to decadent pastries, every bite is a journey. And yes, all our outlets are Halal certified! #DelifranceQuality #HalalFrenchBakery #TasteOfFrance"
• •Headline: Gather, Share, Celebrate with Délifrance Catering! Body: "Planning a get-together or a corporate event? Let Délifrance bring the French flair to your table! Our delicious and Halal-certified catering options are perfect for making any occasion special. Explore our platters today. #DelifranceCatering #FrenchFeast #MakingMemories"
• •Headline (Instagram focus): Flaky, Buttery, Irresistible. ✨ Body: "Our croissants aren't just a pastry, they're an experience! 😉 What’s your favourite way to enjoy a Délifrance croissant? Let us know below! 👇 #DelifranceMoments #CroissantLove #FrenchBakerySG"