PAUL - Dubai Mall Reopening


World's biggest outlet of Paul Bakery & Restaurant reopens at Dubai Mall


The Case

Since 1889, when the first Paul Bakery opened near Lille, the family-owned brand has stayed true to its heritage of French rustic cooking and traditional baking.

Using only the best, freshest ingredients, traditions of five generations have seen PAUL become the world’s favorite bakery; known for its fine bread, baked in ovens in full view of its customers.

PAUL appointed Matrix PR to help create awareness about its re-launch, its offerings, and USPs.



To create awareness about the re-opening at Dubai Mall. To drive customers to the Dubai Mall branch to enjoy the new design and the French ambience. To communicate that PAUL Dubai Mall is the biggest PAUL in the world and Highlight essential features of the branch

Create a buzz about the re-opening.

Awareness through media relations.

Industry leadership through expert comments and interviews.

Visibility through launch event and influencer collaborations.


  • The region is home to many innovative restaurant concepts all competing to expand their market share

  • Brand differentiation

  • Building trust and credibility within the media, consumers


The biggest challenge was to create top brand recall for PAUL within the target media and boost its visibility in the market through positive and regular media coverage



The agency formulated a strategy anchored on three key areas

  • Image building

  • Media Relations

  • Collaborations



Image Building

  • Industry Stories, comments from founders/head chef in publications covering hospitality/restaurant news. Highlight PAUL’s unique proposition through its novel concepts and cuisine

Media Relations

  • Press Releases to announce and promote the re-opening of PAUL. Media reviews with key English and Arabic editors


  • Media event to promote the re-opening and build a rapport with the target media. Maximize visibility on social media through collaborations with food and lifestyle bloggers as they support the brand with reviews



Its media relations efforts sparked a keen interest in the restaurant by the key media outlets as well as the blogging community creating an opportunity for PAUL to highlight its innovative menu, expertise, and deep knowledge of the industry


Interviews with key media such as Gulf News, Khaleej Times, RetailME


27 Key influencers attended the event and posted about the same

Media Attendance

20 Media attended the event at Dubai Mall.

Brand Visibility

Enhanced brand presence in the region. Top brand recall

Related Case Studies

Case Studies
MITRA Restaurant

Launch Dubai’s first licensed floating Indian restaurant


A targeted PR campaign enhanced customer experiences and increased brand visibility

Saf-Instant By Lesaffre

Create interest in a mundane category like yeast and position Lesaffre (Saf-Instant) as an industry leader.