A benchmark of modern French brasseries - Group Nouvelle Garde (France).
Founded in 2019, the group now operates 10 locations across France and demonstrates how national cuisine can be reassembled into a scalable, contemporary urban format.
A quick reminder of what a brasserie is: A large, lively, casual French venue that serves food and drinks throughout the entire day. Always traditional cuisine (both meat and seafood), fast service, high table turnover and a natural urban atmosphere.
What makes this group interesting: 1) Motto / mission: “Boire et manger à la française” (to eat and drink the French way).
2) Product philosophy: Fresh, seasonal, regional, 100% maison, plus direct relationships with producers.
3) Service as a ritual: Waitstaff in classic attire, fast-paced service, open kitchens, and the right level of energy and urban dynamism.
4) A menu that is recognisable and scalable: French classics without nostalgia, presented in a contemporary way. Clear, standardised culinary techniques, strong bestsellers, and regular updates.
5) Increasingly relevant in Europe B-Corp: Responsibility, ethical standards, transparency and a strong internal culture.
6) Design: Not retro-classical, but modern interiors with neo–art-deco accents. Layouts that support high guest flow and smooth circulation. Each location has its own individuality but remains within the same “Parisian code” ,allowing scalability without replicating the same venue.
7) Market positioning: A renewed interest in French culinary culture in a non-premium, non-Michelin segment. This makes the format accessible, mass-market friendly and highly scalable.
8) Their three official missions: • To feed all generations with responsible cuisine. • To protect French gastronomic heritage and art de vivre. • To support those who love the craft: internal development, equal opportunities, training.