Saint Marc Cafe Overhauls Its Menu for the First Time Since Founding

The president of Saint Marc Cafe admitted that its signature chocolate croissant sells surprisingly poorly in the morning, prompting the chain's first full overhaul of breakfast and lunch menus since it was founded. Japanese restaurant groups have been strengthening breakfast offerings, and the striking part here is that even a flagship product cannot hold the morning slot. The real competition is convenience stores, cheaper and faster. A sweet pastry brand faces customers who want filling, quick and cheap food — a mismatch of timing rather than a bad product. Operators should treat each service period as a separate business. Watch morning traffic and average spend after the relaunch.