The French Bastards

What The French Bastards does

The French Bastards (legal entity: Groupe TFB, SAS) is a privately-held French artisanal bakery chain founded in 2018 by Emmanuel Gunther and Victor Muraille. The company produces and sells bakery products (breads), viennoiseries (croissants, brioches), pâtisserie, and sandwiches through a network of 16 boutique stores located in Paris (10+ across arrondissements 2, 4, 7, 9, 11, 16, 17), Lille (2), Bordeaux (3), Levallois-Perret, and Neuilly-sur-Seine. Product specification centers on premium inputs — organic flour from Moulin Paul Dupuis and AOP butter from Isigny-Sainte-Mère — combined with a 'foodporn' sensory positioning that prioritizes visual and auditory indulgence alongside taste.

The company operates a multi-channel go-to-market: physical retail as the primary engine, home delivery via Uber Eats and order.store integrations extending each boutique's reach, and a tiered B2B program (Commerçants de Quartier, Grands Comptes, Restaurateurs) with ardoise monthly billing for restaurants. The Bastards Club loyalty program captures consumer retention through points accumulation (€1 = 1 point, capped at 400, 12-month validity), challenges, referrals, and digital wallet integration. Revenue mechanics are transactional retail with secondary subscription-like features for B2B accounts.

Commercially, the brand is supported by active social channels (Instagram, TikTok, LinkedIn), differentiated content marketing, and an Earth Month sustainability program tied to its annual Ecovadis CSR certification. The company is founder-controlled, with no disclosed institutional investors and modest registered share capital (€2,132.60), implying growth has been internally funded to date. The technology stack is conventional web infrastructure (Kirby CMS, IONOS hosting, Google Analytics, Teamtailor ATS) — there are no proprietary AI/ML capabilities, APIs, or patents disclosed.

Name

The French Bastards

Legal name

Groupe TFB

Website

https://thefrenchbastards.fr

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

The French Bastards is a privately-held French artisanal bakery chain founded in 2018, operating 16 retail boutiques across Paris, Lille, Bordeaux, and the Île-de-France suburbs, selling premium breads, viennoiseries, pâtisserie, and sandwiches to consumers and B2B clients.

Ownership category

akta.pro rank

Product category

Artisanal Bakery

NAICS

Retail Bakeries (311811), Baked Goods Retailers (445291)

SIC

Bakery Products (2050)

akta.pro industry

PRIMARYTHAFAFAB

Patisseries & Viennoiserie (French-Style)

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Bakeries & Patisseries

SECONDARYTHAFAFAA

Retail Bakeries (Bread & Daily Bakery)

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Bakeries & Patisseries

SECONDARYCRAHAGAB

Patisseries & Dessert Boutiques

Consumer Products & Retail/Grocery & Food Retail/Specialty Food Stores (Deli, Cheese, Gourmet, Bakery)

SECONDARYCRAHAIAK

Online Bakery & Desserts Delivery

Consumer Products & Retail/Grocery & Food Retail/Online Grocery & Delivery-Only Retail

Keywords

• Artisanal bakery
• French viennoiseries
• Bakery retail stores
• Pastry and boulangerie
• Bakery loyalty program

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Bakery Sales: Direct sales of artisanal bakery products (croissants, pastries, bread) through physical boutique stores across France. Products feature indulgent, foodporn aesthetic with seasonal menu changes.
2. Delivery Platform Sales: Sales through Uber Eats and order.store delivery platforms, enabling customers to order products for home delivery.
3. B2B Restaurateur Accounts: Business accounts for restaurants with partner pricing (10% discount), ardoise (monthly billing) system, and points accumulation on purchases.
4. Loyalty Program Membership: Free membership program driving customer retention and frequency through points accumulation, challenges, referral bonuses (10 points each), and exclusive rewards.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

The French Bastards produces and sells artisanal French bakery products — breads, viennoiseries (croissants, brioches), pastries, and sandwiches — through a network of 16 boutique stores across major French cities. Products are crafted with premium ingredients (organic flour from Moulin Paul Dupuis, AOP butter from Isigny-Sainte-Mère) and designed with a "foodporn" sensory philosophy. The company supplements retail sales with a digital loyalty program (The Bastards Club), home delivery via Uber Eats and order.store, and B2B account programs for restaurants, local merchants, and corporate clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Boulangerie (Artisanal Bread)
• Viennoiseries
• Pâtisserie (Pastries and Desserts)
• Sandwiches
• The Bastards Club Loyalty Program
• The Bastards Club B2B Account Programs

Quantifiable outcome

• Daily collection and redistribution of unsold food by partner organizations
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

Six partnerships are on record, tiered core, minor and major.

• Moulin Paul DupuiscoreOthersSupplier of exceptional organic and certified flours. Partner concerned with product traceability, eating locally, and working methods that guarantee food safety. Committed to quality and sustainable production.
• Isigny-Sainte-MèrecoreOthersIndependent dairy cooperative producing PDO (AOP) butter. Long-standing partnership ensuring exceptional quality butter for TFB products. Cooperative committed to sustainability, land preservation, and environmentally friendly dairy farming methods.
• Secours PopulaireminorOthersCharitable organization receiving daily collection and redistribution of unsold food from TFB stores. Customers can also sponsor breakfasts for Secours Populaire through the loyalty program.
• Uber EatsmajorChannel Partner/ Reseller/ DistributorDelivery platform partnership enabling customers to order TFB products for home delivery. Links available from each store page and main website for convenient ordering.
• order.storemajorChannel Partner/ Reseller/ DistributorDirect ordering platform integrated with TFB store locations for efficient delivery fulfillment.
• IONOS SARLminorOthersWebsite hosting provider for thefrenchbastards.fr and jobs.thefrenchbastards.fr. Located at 7 place de la Gare, BP 70109, 57201 Sarreguemines Cedex.

Scale indicators4 records

Recent moves13 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-french-bastards
• Instagraminstagram.com/the_french_bastards
• TikToktiktok.com/@the_french_bastards_
• Facebookfacebook.com/thefrenchbastards

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The French Bastards